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Commerce & Shopper: New Product/Service Introduction

Any commerce and/or shopper effort used to introduce a new product or service. New products/services may include a whole new brand, a new product from an existing brand, or a new line extension.

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Sounds From Home

A powerful example of culturally-driven marketing, Sounds From Home encapsulates Medalla Light's ingenious U.S. launch strategy. By employing the evocative call of Puerto Rico's iconic coquí frog, the campaign carved out a place in a saturated US beer market. With modest resources, it deeply resonated with the Puerto Rican diaspora, sparking extraordinary sales and valuable media attention.


Brand: Medalla Light
Client: Cervecera de Puerto Rico
Agency: DDB Latina Puerto Rico
Language: English

Sounds From Home

Medalla Light, Puerto Rico’s national beer, needed to announce its arrival and drive sales among Puerto Ricans in 9 US markets. This is the story of how Medalla, with only a small fraction of American beer budgets, used a clever activation to connect directly with the Puerto Rican diaspora, generating sales 2x greater than projected and over 2.1 million dollars in earned media coverage. The strategy? To transform a beloved and uniquely Puerto Rican sound into an irresistible and inspiring call-to-action inside stores.


Brand: Medalla Light
Client: Cervecera de Puerto Rico
Agency: DDB Latina Puerto Rico
Language: English

#ChickenWars

How many social campaigns with no paid media earn $113.5 million worth of media and lead to 13% same-store sales growth and an additional $1 billion in system-wide sales for the year? It doesn’t happen by chance. We set out to make Popeyes Chicken Sandwich wildly famous. And our “instant” success was a year in the making as we market-tested our sandwich and cultivated our fanbase, particularly among Black Twitter, a highly influential, hyper-creative group of Twitter users. When our moment came, we knew exactly what to tweet start #ChickenWars.


Brand: Popeyes Louisiana Kitchen
Client: Restaurant Brands International
Agency: GSD&M
Language: English

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