Medalla Light: A New Puerto Rican Barrio

Jose Gonzalez

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:...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands