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...

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