This brand turned desks into microstores

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There’s something fascinating about marketing ideas that don’t start with budgets or big tech but with people. Their habits. Their daily hustle.

In Colombia, many office workers quietly run small side businesses at their desks. It’s a way to earn a little extra, selling snacks, beauty products, whatever helps pay the bills.

Now, this might sound unusual to us in India, but in Colombia, it’s actually quite common.

Makro (leader of the wholesale industry in Columbia) noticed this everyday behaviour and decided to build on it. In May 2025, they launched Deskshops, a campaign that transformed office desks into small Makro outlets.

Here’s how it worked:
Office workers signed up through an app.

Makro then delivered a small branded cardboard kiosk, their very own Deskshop.

Participants could sell Makro products, bought at wholesale prices, right from their desks.

No licences. No overheads. Just a neat, low-risk way to earn extra income at work.

It was unexpected. But brilliant.

Why did it work?

1. Makro didn’t invent the side hustle. They noticed it and built around it.

2. This campaign only worked because it understood the Colombian context deeply. What’s normal in Bogotá might not be in Berlin.

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