Cannes Lions

SR. TORONJO THE CELEBRITY PROJECT

SANCHO BBDO, Bogota / POSTOBON / 2017

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In Colombia there are two competing soda drink companies: FEMSA (Coca Cola Company), world market leader, and Postobón S.A., a Colombian company.

During the past 20 years, Postobón S.A., had not been able to position a brand of grapefruit flavored soda drink that could compete against Coca Cola Company's Quatro Toronja.

By 2016, the company had completed three failed launch attempts. Nevertheless, in 2016, Postobón decided to try again. The bet was clear: we had to launch a grapefruit flavored soda drink for the fourth time and position it within a very difficult audience: the Generation "Z".

This case shows how a reggaeton artist named Sr. Toronjo not only became famous, but launched a soda drink with his name and face printed on each bottle, managing to seize 38% of his competitor's market share in less than a year.

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