In Puerto Rico, the song of the coqui is something common and unique, a sound that nearly 5 million Puerto Ricans outside the country miss and long for on a daily. This is why Puerto Rico's national beer, Medalla Light uses the sound of Coqui as a marketing tool, through the advertising campaign "The Sound of Home".
The first phase of this campaign, which began in 2020, was well received by residents of the state of Florida, the first place where Puerto Rican beer was exported. As a result of this, it was decided to expand the effort to other states in which the iconic Puerto Rican beer is already sold. Medalla Light, through the use of technology, managed to reproduce the emblematic sound in the shelves of some supermarkets, like Florida, Connecticut, Massachusetts, Pennsylvania, New Jersey, Maryland, Virginia, and New York, additional Washington, D.C
"The response that Puerto Ricans have had outside the country has far exceeded our expectations. It has been a successful strategy that allowed us to reach the hearts of the Boricuas and let them know that we are closer of them. The reaction of consumers to hear the Coqui, caused them a journey of emotions and created a pleasant surprise for them. Medalla Light is Puerto Rico and is recognized by all Puerto Ricans," stated Jorge Bracero, Chief Marketing Officer of Cervecera de Puerto Rico, the company that produces Medalla Light Beer.
DDB Latina Puerto Rico’s creative team was in charge of developing the concept and reconnecting Medalla Light with Puerto Ricans residing in the diaspora. As part of the effort, they shot videos with a hidden camera was placed at supermarkets. The video captured the reactions of Puerto Ricans and the feeling that was produced when listening to the sound that reminds them of the nights in their native country.
"Puerto Ricans residing in the diaspora have carried with them the customs and gastronomy of their country, yet that nostalgia of surprising their home is not easily overcome. Looking to get them something from Puerto Rico that they didn't have, was that the idea of the "The Sound of Home" campaign came up. The Medalla Light tastes like Puerto Rico, so we seek to stimulate another sense using the sound of the Coqui, now it also sounds like Puerto Rico," said Enrique Renta, Chief Creative Officer of DDB Latina Puerto Rico, an agency part of DDB Latina.
Medalla Light began its export to the U.S. in the state of Florida in 2018. The following year, they expanded distribution to Connecticut, Pennsylvania, New Jersey, Massachusetts, Virginia, Maryland and Washington D.C.
At the end of 2020, Medalla arrived in New York, specifically in the counties of Manhattan, Kings, Queens, Bronx, Richmond, Nassau and Suffolk. Growth plans in the U.S. Hispanic market will continue in 2021 to continue uniting Puerto Ricans with their favorite beer.
For more information about Medalla Light, visit www.medallalight.com and follow the Brand on social media through: