The song of a little frog spreads a loud message through the beer market in Hispanic USA

Background

THE SONG OF A LITTLE FROG SPREADS A LOUD MESSAGE THROUGH THE BEER MARKET IN HISPANIC USA.

There are 2x more Puerto Ricans in the U.S. than on the island of Puerto Rico. Medalla Light, an iconic beer brand in PR, wanted to bring a little bit of home to them. Using the Coqui, a tiny frog endemic to the island and revered as a cultural icon by locals, Medalla Light created Sound from Home. The idea was to provide motion activated sound devices that produced authentic sounds of the Coqui whenever consumers passed near Medalla Light in U.S. store shelves.

Idea

The brand partnered with several of these stores, which agreed to allow them to place hidden cameras in order to document consumer reactions.

Medalla Light announced the effort on its social media accounts (inviting consumers to follow the coqui’s sound) and opened a landing page on its website explaining the effort and pointing users to participating store locations across the U.S.

This single, low budget effort went viral almost as soon as it launched, inspiring a wave of pride, celebration, and solidarity among Puerto Ricans in the U.S. and around the world. The result was an incredibly successful and cost-effective U.S. launch. Ultimately, Medalla Light sales comfortably surpassed the client’s most ambitious sales forecasts and the campaign quickly became the most shared and talked about effort in the brand’s history.

Results

ACTION/Business - 1.7 million cases sold, when broken down to individual Medalla cans, that amounts to more than 2 ice cold Medallas for every Puerto Rican of legal drinking age currently in the U.S.

OUTCOMES/Earned Media/Impressions - 25 million impressions of our content on social media, enough to cover the world’s entire Puerto Rican population and several generations of descendants.

- 2.1 million in earned media - the most talked about and shared campaign in Medalla’s history.