Medalla Light: A New Puerto Rican Barrio

Puerto Rico's national beer, Medalla, opted for a cost-effective yet attention-grabbing billboard-based activation to boost affinity and grow sales among the Puerto Rican community in New York and beyond.

Campaign details

Brand: Medalla Light Brand owner: Cervecera de Puerto Rico Entrant company: DDBIdea creation: DDB San Juan Market: North America (general region) Sector: Beer & cider Media channels: Social media, Public relations Budget: Up to 500k

Executive summary

Medalla, Puerto Rico’s national beer, needed to generate sales and excitement among the Puerto Rican community in New York, heart of the island’s diaspora. With only a small fraction of the budget of big US beers, the brand focused on a simple, yet unexpected action:...

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