PRESIDENTE BEER TAPS VIVA PARTNERSHIP FOR MAINSTREAM U.S. MARKETING
ViVA has been tapped by Presidente Beer, the most popular beer in the Dominican Republic and fast gaining popularity in the U.S, 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 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.
The goal of this highly integrated campaign 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. 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.
To determine the strategic platform, ViVA conducted 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.
