REVOLUCION partnered with Puerto Rican brewery Cervecera de Puerto to introduce a new beer, Magna Special Craft, to consumers on the island. On the strength of its market knowledge and design capabilities, REVOLUCION was selected to partner with the client and its strategic communications firm, Infinity Strategic, from the ground level. The agency worked to create the beer’s brand name, logo, bottle design and labeling, six-pack basket and case packaging, and will launch a full-scale advertising campaign based on the tagline, “Truly Yours” — a phrase that is as much about the product’s Puerto Rican origin as it is an implied ownership for the high-end consumer. The campaign will come to life through digital, print, out-of-home and experiential initiatives on the island.

 

Puerto Rico is a highly competitive beer market, where the leader is Medalla Light, Cervecera de Puerto Rico’s flagship brand. In a diversified market, Heineken, Coors Light and Busch Light are top consumer favorites. To maintain their market leadership and expand their portfolio of leading brands, Cervecera de Puerto Rico and REVOLUCION created and marketed Magna Special Craft to strategically appeal to the Puerto Rican palate, combining the full flavor of a premium beer with the smooth drinking profile of a light beer.

 

The name “Magna” was carefully selected to exemplify a world-class product and the consumer’s search for excellence. The name is sub-branded with the words “Special Craft” to reinforce the artisanal nature of this beer, which has been tailor-made for the Puerto Rican palate by a Puerto Rican company.