Presidente Beer, a leading lifestyle brand in the Dominican Republic that is fast gaining popularity in the U.S., has tapped ViVA Partnership Miami, a 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 bested five agencies in a competitive review that included several well-known digital-focused agencies and two general market agencies. Winning a general market account underscores ViVA’s “total market” thinking and proprietary consumer research methodologies that apply to all markets and market segments, according to Linda Lane Gonzalez, CEO, ViVA Partnership.
The 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,” says Gonzalez.
“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.”