CLIENT
Cervecera de Puerto Rico
Jorge Bracero, Chief Marketing Officer
Luis Chamorro-Rodriguez, Brand Manager
Andres Lopez, Export Marketing Coordinator
AGENCY
Edgardo Rivera, Chief Executive Officer
Enrique Renta, Chief Creative Officer
Mauricio Cortes, Creative Director
Jose Gonzalez, Strategic Planning Director
Lorena Berges, Associate Creative Director
Pedro Leon, Art Director
Vivian Velazquez, Account Director
Jamie Ruiz, Account Supervisor
Alicia Guzman, Media Director
Nildaly Lara, Media Planner
Jose Mendez, Digital Content Manager
Daphene Velez, Copywriter
Ineabelle Velez, Chief Operations Officer
Ive Negron, Producer
Blanca Abreu, Producer
Jose Cintron, Editor
Carlos Rivera, Audio Engineer
Adriana Rivera, Producer
Yashira Torres, Public Relations Director
Yarimar Deliz, Account Director
Gabriela Ayala, Content Manager
Leslie Robles, Creative Director
SUMMARY
Medalla Light, Puerto Rico’s national beer, needed to announce its arrival and drive sales among Puerto Ricans in 9 US markets. This is the story of how Medalla, with only a small fraction of American beer budgets, used a clever activation to connect directly with the Puerto Rican diaspora, generating sales 2x greater than projected and over 2.1 million dollars in earned media coverage. The strategy? To transform a beloved and uniquely Puerto Rican sound into an irresistible and inspiring call-to-action inside stores.
