Just like a catchy Spanish tune, Medalla Light beer's campaign turns repetitive
idioms into hilarious hits.
ORLANDO,
Fla., June 18, 2024 /PRNewswire/ -- Today marks
the official launch of Medalla
Light's latest campaign, Medalla Drinkers Know, tailored
for the United States market and
aimed at engaging the Puerto Rican diaspora, and those soon to join
the ranks of Medalla's aficionados. In Puerto Rican culture,
few things encapsulate its vibrancy quite like its music,
traditions, their cherished Medalla beer, and of course, its
colorful idioms – a linguistic and cultural heritage passed down
from generation to generation. With the launch of its new
campaign, "Medalla Drinkers Know," Medalla
Light aims to celebrate the richness of these idioms in a
humorously manner, fostering connections with Puerto Ricans in the
diaspora while igniting laughter and a sense of unexpected
pride.
"These idioms, deeply ingrained in the Boricua spirit, serve
as secret codes that bind us together as Puerto
Ricans," said says Maribel
Montes, General Manager of Cervecera de Puerto Rico. "Whether you're a Puerto Rican
abroad missing home or someone curious about Puerto Rican culture,
"Medalla Drinkers Know" has something for everyone. Get ready to
laugh, learn, and feel proud of your Puerto Rican roots!
Medalla Light is not just a beer;
it's a cultural ambassador."
At the heart of the campaign is the use of quintessential Puerto
Rican phrases such as "thru a pipe and seven keys" ("por un tubo y
siete llaves") which refers to a large quantity. By translating
these idioms in a literal and humorous way, the campaign seeks to
evoke fresh pride in the diaspora while piquing the curiosity of a
wider audience and inviting newcomers to experience the essence of
the Island through its iconic beer.
The campaign will be activated across various platforms,
including social media, digital channels, merchandise, billboards,
and Puerto Rican cultural events in the
United States.
Following in the footsteps of its previous groundbreaking
campaigns, such as Sounds from Home (Coquí) and El Barrio, "Medalla
Drinkers Know" not only celebrates the cultural richness and
idiosyncrasy of Puerto Ricans but also invites curiosity and
inclusion from all backgrounds. A standout feature of the campaign
is the incorporation of QR codes, providing an opportunity for
individuals to delve deeper into the humorous expressions showcased
and to become new fans of Medalla
Light.
Medalla Light is currently
available in 18 U.S. markets, including: Florida, Massachusetts, Washington D.C., Wisconsin, Ohio, Connecticut, Virginia, New
York, New Hampshire,
New Jersey, Maryland, Rhode
Island, Tennessee,
Pennsylvania, Illinois, Atlanta and North
Carolina.
For more information about Medalla
Light, please visit www.medallalight.com, follow
@medallalight on Instagram/Twitter, and become a fan at
facebook.com/medallalightofficial.
Additional campaign photos: https://rb.gy/b3peqf
ABOUT MEDALLA
LIGHT
Medalla Light,
the national beer of Puerto Rico,
is an award-winning brand available in 18 markets across
the United States. Renowned for
its crisp taste and cultural significance, Medalla Light embodies the spirit of Puerto
Rican culture, fostering connections and celebrations with each
refreshing sip. Explore more at www.medallalight.com.
MEDIA CONTACT
Maria Isabel Sanquírico
Eleven 11 Communications
E. mis@eleven11communications.com
P. (813) 420-2922
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SOURCE Medalla Light