Cervecera de Puerto Rico announced the selection of advertising and integrated communications agency DDB Latina Puerto Rico for its main brand, the Medalla Light beer. Medalla Light is the leading beer in Puerto Rico, and, despite the enormous economic challenges, has grown 1.3 percent in market share.
Cervecera de Puerto Rico is the producer of the Malta India, Medalla Light, Silver Key Light and Magna Special Craft brands.
DDB Latina’s work assignment for Medalla will include market planning and intelligence, digital development, creative work, media planning and buying, as well as promotions and public relations support.
“For almost a century, Cervecera de Puerto Rico has been successfully producing beers for Puerto Rico. As the local company that we are, our formula for success is based mainly in our Puerto Rican idiosyncrasy and our acknowledgement of its social, cultural and economic evolution,” said Camalia Valdés, president of Cervecera de Puerto Rico.
“To continue our success in a constantly changing environment, our brands need to be backed up by resources that understand and evolve with these changes, and that provide us with innovation and leading-edge tools,” said Valdés.
Meanwhile, Edgardo Manuel Rivera, CEO of DDB Latina Puerto Rico said “This important assignment is the result of the work that distinguishes us, in which the integration of disciplines responds to a profound strategic thinking that produces world-class creativity.”