Media > Culture & Context

TAMARINDO DIVERS

WE BELIEVERS, New York / BURGER KING MX / 2021

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Overview

Credits

OVERVIEW

Why is this work relevant for Media?

To launch the new Tamarind King we challenged famous cliff divers of Acapulco to perform a unique jump live in what has become one of their most famous shows. The cliff divers dived while enjoying the tamarind flavor of the Tamarind King in the air. This one of a kind show was enjoyed by hundreds of people that came to see the cliff divers, it then became viral and was featured in a holistic campaign for BK in Mexico that became the most successful launch of a new burger in the country.

Background

We were tasked with the launch of a new burger featuring a very unique flavor, Tamarind. Even though the Tamarind fruit is common in Mexico, the pairing with a Burger was highly uncommon. We needed to drive awareness and sales of the Tamarind King.

Describe the creative idea / insights

We were tasked with the launch of a new burger featuring a very unique flavor, Tamarind. Even though the Tamarind fruit is common in Mexico, the pairing with a Burger was highly uncommon. For the launched we went to the city known for its Tamarin, Acapulco and developed a never seen before cliff dive to be performed by the famous cliff divers from Acapulco. The dive was performed live and turned into a documentary style film and full ecosystem of content composed of both digital and more traditional media around the main film. The divers along with the new Tamarind King became instant pop culture heroes. The Tamarind King became “for those that dare.”, marking the most successful new burger launch in the country.

Describe the strategy

To engage with a adult mexicans with a high sense of national pride and enjoyment of humor we developed a never seen before cliff dive to be performed by the famous cliff divers from Acapulco. The dive was performed live and turned into a documentary style film and full ecosystem of content composed of both digital and more traditional media around the main film. The divers along with the new Tamarind King became instant pop culture heroes. The Tamarind King became “for those that dare.”, marking the most successful new burger launch in the country.

Describe the execution

To launch a very unique new burger, we created a never imagined before cliff dive. The Cliff divers had to practice and train for this unique dive, the Tamarind King Dive. A dive that consist of enjoying the Tamarind King while in the air and perfectly landing the dive. Only the most experienced divers achieved it and were able to perform it live in front of hundreds of people.

We developed a main documentary style film and generated a full ecosystem composed of both digital and more traditional media around the main film. Using pictures from the divers bitting the Tamarind King in mid air we developed print materials such as OOH and POS. Their reactions and interviews allowed for great content used for social media and digital ads. We also edited a series of Television ads.

List the results

Most successful Launch in Mexico in 2020 (source: Burger King)

Sales reached pre-pandemic levels for the first time in the year.

(source: Burger King)

Please tell us about the cultural insight that inspired the work

We were tasked with the launch of a new burger featuring a very unique flavor, Tamarind. Even though the Tamarind fruit is common in Mexico, the pairing with a Burger was highly uncommon. For the launched we went to the city known for its Tamarin, Acapulco and developed a never seen before cliff dive to be performed by the famous cliff divers from Acapulco. The dive was performed live and turned into a documentary style film and full ecosystem of content composed of both digital and more traditional media around the main film. The divers along with the new Tamarind King became instant pop culture heroes. The Tamarind King became “for those that dare.”, marking the most successful new burger launch in the country.

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