Dulce de leche holds a special place in the hearts of Latinos. Known by many names depending on where you’re from— cajeta, manjar, manjar blanco, arequipe, milk candy, fanguito, doce de leche or leche quemada —one thing is clear: the love for this iconic flavor is universal. McDonald’s teamed up with rising Mexican star Iñaki Godoy who amplified excitement around the launch through exclusive interviews, inviting fans to savor this iconic frappé ahead of his debut in the “What’s My Name?” TVC. Because a flavor so meaningful deserves the spotlight, BODEN created the brand’s first-ever “fake OOH” video, featuring a larger-than-life frozen reader board that highlights some of the unique ways Latinos call the flavor. The unique asset appeared on Youtube and the brand’s coveted Times Square billboard before spreading across earned and social media. Fans, influencers and media also received the opportunity to experience the sweetness and nostalgia of the Dulce de Leche Frappé through IRL activations in Miami and California. Food drops and culture-inspired mailers with a custom sweatshirt featuring the different names to refer to Dulce de Leche were also distributed to media and influencers. BODEN also executed the brand’s first-ever ranking filter on TikTok, ranking the many names for the beloved flavor.