Manzanita Sol

La Caravana del Más Allá
Celebrated Día de los Muertos in a unique way

 

The Challenge

Drive consideration for Manzanita Sol, a favorite flavored soda brand in Mexico, as well as Pepsi Real Sugar and Crush, and build an authentic connection with the community during Día de los Muertos.

 

The Idea

We launched La Caravana del Más Allá (The Caravan from Beyond), a fleet of colorfully wrapped VW Vochos that surprised Angelinos with pan de muerto and gift cards for authentic Mexican fare from some of LA’s most iconic Hispanic-owned restaurants that have been serving the community for generations. A partnership with LA-born Mexican American singer Ángela Aguilar helped raise awareness for the campaign and encouraged the LA community to support local Hispanic restaurants while preparing for their Día de los Muertos celebrations.

 

The Impact

  • 386 million media impressions
  • 397 media placements
  • 100% positive/neutral sentiment
  • 99% of the coverage mentioned brand
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