- COORS LIGHT REINVENTA EL GÜIRO

- The guiro, a typical musical instrument, universally present in any Puerto Rican celebration, gets an electric make-over. Thus, the sound of Puerto Rican typical music is refreshed, as demonstrated by a performance from a recognized guiro virtuoso who plays a new piece of music created to show off the possibilities of the reinvented instrument.

- A video showing the process and the performance gets played on all web platforms as well as TV (which refers viewers to the web for additional footage.)

- The whole idea centers on how the brand makes a form of entertainment even more entertaining. Its protagonist is Cándido Reyes, known as the King of Güiro Players, playing a new piece of music created to show-off the possibilities of Coors Light’s reinvented (electric) guiro.

Implementation: 15ssTV spot and 60ss web performance / Live perfrmances

Timeline: DECEMBER 2015

Placement: SOCIAL MEDIA / YOUTUBE / WEB / TV / LIVE PERFORMANCES

Scale: Puerto Rico

REACH:

An average of 200k users per week were reached through blogs and social media.

Post campaign research: Social media channels projected an increase of 300% in impressions and interactions with the campaign’s authentic content.

ANALYTICS:

Video content received 20k weekly views, reaching a total of 90k users in a few weeks.

IMPACT:

“Güiro manía” dominated the holiday season and sparked newfound interest in the instrument and in traditional Puerto Rican music.

The public uploaded videos of themselves playing the traditional instrument, while music stores reported an increase in Güiro sales.

It ran in 114 digital media, print, cable news and TV outlets, for 6.7 million media impressions.

The campaign also opened doors for Cándido Reyes to perform around the world, including a special engagement with the London Symphony Orchestra.