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Top 6: May 12th 2021

Medalla Light: The Coqui - Sounds From Home

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Top 6: May 12th 2021
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. 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.

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