Medalla Light’s ‘Medalla Drinkers Know’ Campaign Celebrates Puerto Rican Culture Through Humour and Idioms

Medalla Light Celebrates Puerto Rican Culture with Humorous Campaign

Orlando, Fla – June 18, 2024 – Medalla Light, widely recognised as the national beer of Puerto Rico, has launched a new campaign, “Medalla Drinkers Know,” which aims to connect with the Puerto Rican diaspora in the United States through humour and cultural idioms.

The campaign leverages the rich linguistic heritage of Puerto Rico, particularly its vivid idioms, to create a sense of belonging and pride among Puerto Ricans living abroad. With phrases like “through a pipe and seven keys” (“por un tubo y siete llaves”), which denotes something available in large quantities, the campaign uses literal translations to evoke humour and nostalgia.

Maribel Montes, General Manager of Cervecera de Puerto Rico, stated, “These idioms, deeply ingrained in the Boricua spirit, serve as secret codes that bind us together as Puerto Ricans. Whether you’re a Puerto Rican abroad missing home or someone curious about Puerto Rican culture, ‘Medalla Drinkers Know’ has something for everyone. It’s not just a beer; it’s a cultural ambassador.”

The campaign is utilising a variety of advertising platforms. It will appear prominently on social media, digital channels, billboard advertisements, and merchandise. Additionally, it is set to make a splash at various Puerto Rican cultural events across the U.S. One innovative feature is the incorporation of QR codes, allowing people to explore the idioms in more depth and fostering a greater sense of connection with the Medalla Light brand.

Following the trajectory of previous campaigns such as “Sounds from Home (Coquí)” and “El Barrio,” the current initiative aspires not just to engage but to educate and include people from all backgrounds. These past efforts have been noted for effectively capturing the essence of Puerto Rican culture while reaching a broad audience.

Medalla Light has already established a presence in 18 U.S. markets, including Florida, Massachusetts, Washington D.C., Wisconsin, Ohio, Connecticut, Virginia, New York, New Hampshire, New Jersey, Maryland, Rhode Island, Tennessee, Pennsylvania, Illinois, Georgia, and North Carolina. This expansive footprint will amplify the new campaign’s reach, potentially drawing in new consumers intrigued by Puerto Rican culture.

The campaign’s humour-driven approach has been well-received by many within the community, who see it as a way to both celebrate and educate others about their unique cultural heritage. Each idiom, phrase, and humorous twist aims to deepen the connection to Puerto Rican identity while inviting new audiences to join in the celebration.

The company’s efforts come at a time when maintaining a connection to cultural roots is increasingly facilitated by digital platforms, allowing for more extensive reach and engagement. In this context, the Medalla Light campaign stands as a case study on effectively leveraging cultural heritage to build brand loyalty and community connections.

By translating these idioms in a literal fashion, the campaign taps into the universal appeal of humour while fostering a sense of unity among Puerto Ricans, wherever they may be living. It underscores the role of cultural products, like Medalla Light, in maintaining and celebrating identity, even far from home.

As the campaign rolls out, it promises to not only bring a smile to many faces but also to serve as an essential link connecting the Puerto Rican diaspora with their homeland’s traditions and linguistic uniqueness.

In a time where cultural connectivity often takes a backseat to commercial interests, Medalla Light’s campaign is a refreshing reminder of the power of humour and cultural pride in bringing people together.