The quality and purity associated with the brand’s Rocky Mountain heritage had to become relevant to Puerto Rican beer drinkers

We photographed the mountain range that runs from coast to coast (east to west). The variations in the topography were transcribed into a music staff, the high and low points becoming a melody played in the style of Puerto Rican country music.

Eventually the melody was taken up by a local group who turned it into a song, giving the piece additional reach.

It ran in social networks, YouTube and Pandora, targeted at Puerto Rican millennials.

Launched on January 18.

In a four-week period we reached more than 12 million impressions – four times the adult population of Puerto Rico. There were more than 500,000 organic page posts impressions and the piece went viral with 387,000 share. People definitely wanted to be entertained by the Music form our Mountains