The Presidente push highlights a tie-up with Cuban sensation, Gente de Zona, and will see executions debut across OOH, radio, and digital.
Caribbean based beer-maker, Presidente, has forged a strategic branding partnership with Cuban music duo, Gente de Zona. The exclusive collaboration is set to dedicate a targeted focus on Hispanic consumers, primarily those residing in the eastern region of the United States.
As part of the Caribe Mode On summer marketing campaign, the serenading twosome will feature in branded photo shoots as well as across outdoor, radio, POCM, and digital components of the push. The band will incorporate the brand throughout its regional tour slated for Miami and New York.
Gente de Zona was founded in 2000 by group leader, Alexander Delgado. Randy Malcom followed a few years later, making the match-up one of the most sought after collaborators. Its recent release, Visualízate, is an in-demand album, while the single, La Gozadera, has garnered over 200 million online views.
“There’s not a better Latino music duo that exemplifies the spirit and attitude of that region than Gente de Zona. Their high-energy and fusion of Caribbean rhythms are the perfect mix that Presidente embodies,” said Mariana Lever, Senior Brand Manager, Regional Brands for Anheuser-Busch.
Founded in 1935, Presidente is brewed by Cervecería Nacional Dominicana in the Dominican Republic. Presidente contains 5 percent alcohol by volume and is available in 6, 12, and 24-packs of 12-ounce bottles.
