Medalla Light: Sounds from home

Cervecera de Puerto Rico, a Puerto Rican brewer, launched a campaign in the US to appeal to Puerto Rican expats by using a classic sound of the island, driving sales of its Medalla Light beer.

Case 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.

Background

Medalla Light is Puerto Rico's national beer - a symbol of the pride that...

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