Sr. Toronjo: The Celebrity Project

This case study describes how Postobón, the soft drinks company, launched a new musician to then launch a grapefruit soft drink in Colombia.

Advertiser: PostobonAgency: SANCHO BBDOCountry: Colombia

Objectives

Commercial purpose: to launch a grapefruit flavored soda drink that could capture 25% of SOM from "Quatro Toronja" in a year.

Communications objective: to turn young people between 12 and 20 years old (Generation "Z") into followers and fans of the new soda drink.

Marketing Objective: To ensure that Generation Z's young people will interact with the brand on social media to assure a 3% yearly engagement.

Strategy

In Colombia there are two competing soda drink companies: FEMSA (Coca Cola Company), world market leader, and Postobón S.A., a Colombian...

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