Medalla Light is Puerto Rico's national beer - a symbol of the pride that unites Puerto Ricans on the island and around the world.

Since 2010, an unprecedented 11.8% of Puerto Rico's population has migrated to the USA, mainly as a result of a decade-long economic recession and a series of devastating natural disasters that have afflicted the island.

Given this economic and demographic crisis, Medalla had no choice but to look outside the island for new growth opportunities. This meant competing for attention in the hypercompetitive and ad-saturated US beer market.

As a small, independently owned brand, Medalla needed to find a clever way to cut through the noise of beer giants, drive sales and generate excitement among Puerto Ricans living in the USA.

OBJECTIVES:

(1) BUSINESS - Achieve sales of 600K Medalla Light cases.

(2) COMMUNICATION - Achieve 500K in earned media value.

SOUNDS FROM HOME

Knowing that Puerto Ricans who live far away from home love any experience that provides them a connection to their Island, we knew the Coqui was a sound they could not ignore. By playing the sound through motion activated devices hidden inside our 12-can packages, we surprised Puerto Ricans in US supermarkets and bodegas and turned the sound into Medalla Light’s unmistakable voice.

Yet more than simply producing a powerful in-store experience for Puerto Rican consumers, our goal was to spark curiosity and help them locate Medalla Light on store shelves.

Thousands of audio devices shipped out to over 1,100 supermarkets and bodegas along the 9 launch markets. We partnered with several of these stores and used hidden cameras to document real consumer reacting to the unexpected sound.

This footage was used to produce a powerful content video designed to spark joyful nostalgia among Puerto Ricans abroad.

BACKGROUND & CHALLENGE

Medalla Light is Puerto Rico's national beer - a symbol of the pride that unites Puerto Ricans on the island and around the world.

Since 2010, an unprecedented 11.8% of Puerto Rico's population has migrated to the USA, mainly as a result of a decade-long economic recession and a series of devastating natural disasters that have afflicted the island.

Given this economic and demographic crisis, Medalla had no choice but to look outside the island for new growth opportunities. This meant competing for attention in the hypercompetitive and ad-saturated US beer market.

As a small, independently owned brand, Medalla needed to find a clever way to cut through the noise of beer giants, drive sales, and generate excitement among Puerto Ricans living in the USA.

AUDIENCE ANALYSIS

Our primary audience was Puerto Ricans living in the nine eastern US states where Medalla would be available first: Florida, Pennsylvania, New Jersey, New York, Washington DC, Maryland, Virginia, Connecticut, and Massachusetts.

Our research revealed that while many Puerto Ricans strive to assimilate and adapt to life in the US, they remain just as proud of their heritage and often struggle with feelings of nostalgia for life back in Puerto Rico. Hence, they relish every opportunity to connect with the island, be it through food, experiences, or sounds.

INSIGHT

There's a sound that defines life in Puerto Rico.

It's the sound of the Coquí: a tiny "singing frog" endemic to the island that's revered by Puerto Ricans as a national icon. Its unique sound is heard every single night all over the island and sorely missed by those far away from home. It's an unmistakable sound and, crucially, one that's only heard in Puerto Rico.

For Puerto Ricans living abroad, the Coquí is even more meaningful: its sound immediately triggers feelings of pride in our common heritage and nostalgia for life back on the island.

STRATEGIC SOLUTION

Use the Coquí's evocative sound to herald Medalla's arrival in US stores.

EXECUTION

Medalla played the Coquí's sound through motion-activated devices hidden inside our packages, transforming a beloved sound into the brand's unmistakable voice. More than simply producing a powerful in-store experience for Puerto Rican consumers, our goal was to spark curiosity and help them locate Medalla Light on store shelves.

We sent thousands of audio devices to over 1,100 supermarkets and bodegas along the eastern United States.

The brand partnered with several supermarkets to document real in-store consumer reactions through strategically placed hidden cameras. Captured footage was used to produce a powerful content video designed to spark conversations, pride, and joyful nostalgia among Puerto Ricans in the USA and around the world.