Presidente taps into Dominican sound system culture with documentary

The beer brand wanted to connect with fans in the U.S. and Caribbean

Company: Presidente
Campaign: "Más Fuerte"
Agency mix: In-house team (PR, creative, production), PMK-BNC (PR agency partner), Sean Frank (film director)
Duration: June – September 2018
Budget: Under $200,000

Beer brand Presidente created a brand film called "Más Fuerte" to document and celebrate Dominican sound system culture in order to help establish an authentic, emotional connection to fans in the U.S. and the Caribbean.

Strategy
Planning for the campaign began in December 2017. Anheuser-Busch InBev-owned beer brand Presidente partnered with independent filmmaker Sean Frank to make a documentary film on Dominican speaker van culture in New York City.

"Our overarching goal was to create a distinctive brand personality for Presidente by positioning it as a brand that stood for channeling rhythm and joy through music," explained Rebecca Chen, Presidente brand manager. "The Presidente brand is incredibly strong in the Caribbean and does mean so much to so many people, particularly the Caribbean diaspora in the U.S., so it was just about expanding upon the existing brand equity and making it even more pronounced among a larger target audience."  

Frank and Presidente produced the film over the course of two months and followed "musicologists" from various New York City boroughs, as well as enthusiasts in the Dominican Republic, said Chen.

The brand also developed microsite for the campaign: www.masfuertefilm.com.

Tactics
Presidente released the official trailer for the film on May 16, 2018, on YouTube and social channels.

The film officially launched on June 9 and Presidente hosted a launch party for the film in collaboration with global music streaming site Boiler Room at a defunct Getty Oil facility.

"[We wanted] to pay homage to the gas station and vehicular-themed locations where these Dominican speaker van owners typically throw their parties," said Chen.

The event featured Dominican food vendors, as well as performances by Dominican and Peruvian DJs which were broadcast live on Boiler Room.

"We also worked with the local speaker auto shops in the Bronx to create two custom Presidente speaker delivery vans for our beer, so that we can continue to surprise and delight customers and retailers beyond the launch of the event," added Chen.

The brand will continue to promote the film with independent event screenings through December 2018.

Results
Presidente has seen a sales lift of 25% in key markets where the brand leveraged assets for the documentary film, including the New York City market. In addition, wholesaler investment in the Presidente brand rose 16-times, measured against this time last year.

Latinx publications such as Remezcla, as well as music and culture outlets like Vibe, Uptown Collective, and The Knockturnal covered the film.

The film and trailers received a video completion rate of 76% on YouTube, far surpassing the brand's portfolio-wide benchmark of 50%.

The film's trailer has been viewed over 232,000 times, and the full movie has been viewed over 3,300 times.

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