In Puerto Rico, as in all of Latin America, TV soap operas are a cultural phenomenon. Our target is among the top viewers. MGD 64 was looking forward in reaching this group of women. And the best way was to use the language they understand the best: The Soap Opera Language. Through this language we will communicate the product benefits. We chose to have a series of messages appear during the most popular soap opera in Puerto Rico titled “Más Sabe el Diablo”. The messages were designed to work with the typical scenes that usually happen in this soap opera. In each scene, MGD 64 reminded our viewers how many calories you burn when you kiss, you cry and every single action that can take place in a soap opera. In this way, our target was introduced to the benefit of enjoying a low-calorie beer with MGD 64.

With this effort our target was introduced to the benefit of enjoying a low-calorie beer with MGD 64. As a consequence, this campaign resulted in a 23% in brand awareness unaided and reached TOM of 6%.