Objective

Communicate the landing of FIFCO, a regional food and beverage group, in the country with Seagram's Escapes, a prepared alcoholic drink made 100% in Mexico and with typical local flavors.

Challenge

The context of the pandemic posed great limitations in terms of strategies and options for communication formats with media, not only on the traditional events but also with regard to the communication itself, product delivery, etc.

Strategy

We organized an online press conference with the spokespersons in a TV studio to provide a quality event. We coordinate an important schedule of 1-1 post-event interviews with spokespersons. We hired a renowned Mexican chef who suggested a gastronomic pairing for each flavor and the shipment of the product to the press was completed with a digital coupon in Rappi so that the journalists can have a superior tasting experience, pairing with any of the dishes suggested by the chef.

Results

More than 30 journalists attended the virtual conference and 15 previous 1-to-1 interviews were arranged. Over 100 publications were achieved, +40% were in AAA media outlets such as: Reforma, El Universal, Publimetro, Excélsior, Imagen Radio, Excélsior TV, Milenio, among others. We obtained USD +180K on Earned Media. In addition we got +40 posts on social media by media and journalists.