Presidente Beer, a lifestyle brand in the Dominican Republic that is gaining popularity in the U.S., has tapped ViVA Partnership, U.S. Hispanic and multicultural marketing firm, to create a substantial "buzz" within mainstream markets, helping advance the brand to a leadership position for imported Latin beers.
Looking to a younger, adventurous market in the U.S. and the Caribbean, the client specified an online/offline grassroots campaign with emphasis on building consumer relationships via "interactive strategies." ViVA won the account in a review that included several well-known digital-focused agencies and two general market agencies.
The highly integrated campaign is set to launch in June in select markets, initially targeting South Florida residents and U.S. tourists traveling to the Caribbean. "The goal is to integrate multiple online/offline elements that are so fluid it's impossible to detect any boundaries between what takes place online and the experience for consumers offline," according to Linda Lane Gonzalez, CEO, ViVA Partnership.
"Each component works toward establishing a relationship with the consumer. From a Facebook Fan Page to online experiences with games, downloads, screensavers, contests and virtual gifts to real-life encounters on the beach, or cruise ships, everything is tied together with a central strategy."
"Presidente's consumers are interested in having a good time socially with a focus on sports, outdoor activities and get-togethers with friends and family. Presidente, with its roots deep in the Caribbean, authentically represents the lifestyle attributes our consumers hold dear." says Gonzalez.
The 81-year-old Presidente brand is an iconic beer in the Dominican Republic, and is gaining market traction on other Caribbean Islands and throughout the U.S. "We want the taste of Presidente to be one of the most memorable travel experiences travelers to the Caribbean bring home. It will be introduced within a context of social gatherings focused on fun and positive activities — the true taste of the Caribbean — and that is what will drive consumers to buy Presidente when they return home." Presidente maintains Y&R as global AOR and DMG for media.