MGD Promo, Case study SOAP OPERA by DraftFCB Puerto Rico

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Puerto Rico
Agency DraftFCB Puerto Rico
Associate Creative Director Mandy Garcia
Executive Creative Director Ricky Soler
Art Director Juan Sostre
Copywriter Pedro Perez
Producer Gina Rivera
Account Supervisor Reynaldo Pagani
Editor Braulio Bernardy
Released December 2009

Credits & Description

Category: Best Use of Television
Product/Service: MGD 64 BEER
Date of First Appearance: Dec 3 2009 12:00AM
Executive Creative Director: Ricky Soler (Draftfcb)
Associate Creative Director: Mandy García (Draftfcb)
Copywriter: Pedro Pérez (Draftfcb)
Art Director: Juan Sostre (Draftfcb)
Account Supervisor: Reynaldo Pagani (MillerCoors)
Media Supervisor: Blanca Imbert (Draftfcb)
Editor: Braulio Bernardy (Memory Digital Video)
Producer: Gina Rivera (Draftfcb)
Media placement: TV Campaign 6 spots - Telemundo - december 3rd 2009

Results and Effectiveness
With this effort our target was introduced to the benefit of enjoying a low-calorie beer with MGD 64. As a consequence, this campaign resulted in a 23% in brand awareness unaided and reached TOM of 6%.

Creative Execution
In Puerto Rico, as in all of Latin America, TV soap operas are a cultural phenomenon. Our target is among the top viewers. MGD 64 was looking forward in reaching this group of women. And the best way was to use the language they understand the best: The Soap Opera Language. Through this language we will communicate the product benefits. We chose to have a series of messages appear during the most popular soap opera in Puerto Rico titled “Más Sabe el Diablo”. The messages were designed to work with the typical scenes that usually happen in this soap opera. In each scene, MGD 64 reminded our viewers how many calories you burn when you kiss, you cry and every single action that can take place in a soap opera. In this way, our target was introduced to the benefit of enjoying a low-calorie beer with MGD 64.

Insights, Strategy & the Idea
MGD 64, a beer with only 64 calories, was introduced in Puerto Rico where the beer market is one of the most competitive in the world. The goal was to reach women aged 18-45.