The creative idea was to emphasise El Jimador’s Mexican heritage by creating a Mexican Wrestler called ‘El Jimi’ to be the face of the brand. The media innovation was to turn traditional drinks coasters into mini Lucha Libre thumb-wrestling rings in the on-premise environment. Then to encourage participation and sampling, the El Jimador Luchador ‘El Jimi’ himself turned up at the venue and challenged patrons to thumb wrestles.

75% of patrons at 55 venues Australia wide sampled the product.

35% of patrons at venues engaged in a thumb wrestle with the El Jimador Luchador.

On premise sales targets were exceeded by 250%.

The coasters and sampling activity was initially planned for only 10 bars and clubs in Sydney, but due to the brand engagement and sales success, it was extended to 55 bars and clubs nationwide and is ongoing.