The first English campaign almost no English speaker could understand.
Medalla Light needed to grow in the U.S. without losing what made it proudly Puerto Rican. For the diaspora, the opportunity wasn’t to translate the brand into American culture, it was to celebrate the way Puerto Ricans already bend English into something unmistakably their own.
We turned Puerto Rican sayings into literal English translations to produce a deeply impactful campaign built around the humor, pride and cultural code-switching of the diaspora. Fans could submit their own lines, helping Medalla build a living dictionary of Puerto Rican identity in the U.S.
15M+
Earned media impressions
1,500+
Sayings submitted from all 50 states
+800%
Increase in website traffic