The strategy :
Viva's strategy included comprehensive and in-depth analyses of the parameters that drive consumption, including package design, flavor composition and so on, followed by detailed Quali-Quant Sensorial Hispanic New Flavor Testing, with an eye to tailoring the product offering to Hispanic sensibilities.
Viva understood that Hispanic consumers wanted bold flavor, tropical and citrus fruit combinations. Given their healthy-leaning lifestyle combined with their family/kid-centric culture, Hispanics would seek Sparkling Ice's delicious, bubbly, sugar-free products. With the Sparkling Ice brand, they would get their three top favorites in one fell swoop!
Hispanic consumers love music. In fact, music is one of their trinity of passions – food and family are the other two. Together with the brand’s general market agencies, we developed a strategy based on their work-in-progress creative that would effectively and emotionally connect with our target audience. Hispanic positioning and messaging focused on the brand’s three Reasons to Believe and a production that enveloped them with music and Hispanic-centric humor via a lively music video.
In addition to premium video, we also executed radio, digital banners, social media campaigns and others.
Prior to taking our message nationally, we executed a 13-week media test in the Miami area. Using traditional TV, premium digital video, traditional and streaming radio, digital, social media, and mobile, combined with strong in-store programming, we achieved remarkable results.
social media campaigns
traditional TV commercials
premium digital video
As a result of this activity, the decision was made to proceed with the Mandarin, Guava and Fruit Punch flavors. In the highly competitive beverage category, and in just 13 weeks, Miami Hispanic store shipments increased by a whopping 29%, and this success story continues in 2019. The campaign was subsequently expanded nationally (additional digital media, in-store programming and field marketing).
And so far in 2019, sales in Hispanic DMA’s are outpacing the growth of Non-Hispanic 2 to 1.