REVOLUCION Creates Branding for First Premium Beer Designed Specifically for the Puerto Rican Palate
Cervecera de Puerto Rico, Puerto Rico’s leading brewery, announces the launch of a new premium beer called Magna Special Craft. The new product’s package design and advertising campaign were developed to world class standards by REVOLUCION, a New York-based agency.
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, at the ground level — creating the beer’s brand name, logo, bottle design and labeling, six-pack basket and case packaging. The brewery is currently in the process of launching a full-scale advertising campaign, designed by REVOLUCION, and based on the tagline, “Truly Yours,” a phrase that is as much about the product’s Puerto Rican origin as it implies full 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, leading brands include Heineken, Coors Light and Busch Light.
Aiming to maintain market leadership and to expand its portfolio of leading brands, Cervecera de Puerto Rico created 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. This premium lager will be exclusively distributed in Puerto Rico, where it will be the only locally produced full bodied premium beer.
Research showed that the discerning Puerto Rican beer drinker is proud of his heritage, while seeking a deeper connection to products and experiences that reflect world class standards. Together, REVOLUCION, Infinity Strategic and Cervecera de Puerto Rico created the beer’s branding, selecting the name “Magna” 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 craftsmanship of this beer, which has been tailor-made for the Puerto Rican palate by a Puerto Rican company.