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Presidente Launches US Marketing Effort |
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Wednesday, 09 June 2010 10:10 |
Presidente Beer, a leading lifestyle brand in the Dominican Republic that is gaining popularity in the US, has tapped ViVA Partnership, a full service US Hispanic and multicultural marketing firm, to create a substantial "buzz" within mainstream markets here and help advance the brand closer to a leadership position for imported Latin beers.
Looking to a younger, adventurous market in the US and the Caribbean, the client specified an online/offline grassroots campaign with emphasis on building relationships with their consumers via "interactive strategies." In winning the account, Miami-headquartered ViVA beat out five other agencies in a competitive review that included several well-known Miami-based digital-focused agencies as well as 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, founder and CEO, ViVA Partnership.
The campaign created by ViVA is set to launch in June in select markets and will initially target both South Florida residents and US tourists traveling in and 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."
According to Wendy Santos of Presidente, "It was ViVA's strategic thinking that earned the win, hands down. We wanted an online campaign, but ViVA surprised us by moving beyond interactive tactical ideas to deliver a solid strategic plan based on our marketing objectives and actionable consumer insights garnered by the agency’s proprietary market research methodologies."
To determine the strategic platform, ViVA conducted a full complement of consumer market research including Feet on the Street, category-based Day-in-the-Life research and ViVA's highly successful Charla Group methodologies.
"Following an intense period of research and data collection, we understood who the consumer was, and developed a strategically-focused campaign that united target consumers with the brand," Gonzalez says. "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."
The 81-year-old Presidente brand holds an iconic social status in the Dominican Republic and is gaining market traction on other Caribbean Islands. The brand crossed over into US markets in the 1990s with excellent success in Hispanic markets in Miami and New York. Now, the brand is poised to win over mainstream consumers, including US tourists to the Caribbean.
"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.”
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