Skip to main content
Edit Page Control Panel
Barrilitos Brand Launch Campaign

Barrilitos Brand Launch Campaign

Barrilitos is a premium soft drink, born in Monterrey, Mexico, in 1938, that embodies the rich and diverse Latino culture. This case study highlights Vision Media’s ability to successfully lead brand launch campaigns to reach Latino and Spanish language audiences.

Case Study

Featured image 1 for the Barrilitos Brand Launch Campaign case study
Featured image 2 for the Barrilitos Brand Launch Campaign case study

OBJECTIVES

The Barrilitos campaign objectives included a holistic go-to-market /media strategy to generate brand awareness and drive consideration and engagement. The campaign needed to establish a strong presence in the competitive beverage industry, creating awareness authentically. The goal was also to connect with both the shopper and consumer to drive trial and repeat. Challenge category leader and capture share.

OPPORTUNITY

We had the opportunity to reach Gen Z Hispanics (2nd and 3rd generation. 100% Latino/100% American or bi-cultural) and Hispanic families that consist of Gen Z, Millennials, and Gen X (1st and 2nd generation).

The campaign started with a soft launch for Fiestas Patrias and Hispanic Heritage Month in mid-September. It continued into Dia de los Muertos, building the right audience and media mix to maximize reach and frequency across multiple channels. Media included: OTT, Streaming Audio, Digital Display, OLV, Broadcast Radio, and OOH.
Content created in English and Spanish.

Outcomes

The Barrilitos brand launch campaign drove lift in awareness and purchase intent. All digital channels met or exceeded performance benchmarks.

We saw a 6.4% increase in brand lift and a 7.3% lift in purchase intent from streaming audio, which reached over 811k unique individuals with a 2x frequency.

OTT delivered a 2% brand and 1.6% purchase intent lift with a reach to 1.3M unique HH.

Display ads had a CTR 3x industry standards with the highest CTR in Spanish.

Optimizations

• Digital Audience Segments created through DSP platform and Retail Media Networks.
• A brand lift study was conducted to show higher lift in female audiences.
• Recommended OOH to permeate specific neighborhoods.
• OOH media added value allowed campaign extension along with an added value sponsorship of a Spanish language concert promoted on radio.
• Increase in frequency on OTT and Audio due to higher engagement through those channels.

  • OTT Unique Households

    1.3M

  • 6.4%

    Streaming Audio Brand Lift

  • Streaming Audio

    7.3%

    Purchase Intent Lift

  • Display Ad CTR

    3x

    Benchmark

More Projects

Anthony's Restaurants Sunset Dinner Campaign

Anthony's Restaurants Sunset Dinner Campaign

Anthony's chose Vision Media as its media AOR in January 2024. They bring people together to connect, grow, and thrive across the Northwest. The family of restaurants wants to continue increasing guest count and sales and reaching a wider audience.

Continue Reading
Swire Coca-Cola

Swire Coca-Cola

As AOR for Swire Coca-Cola we were tasked with driving customers to Albertson's stores to purchase Coke Sparkling Soft Drinks and amplify in-store pop ups and events.

Continue Reading

Let's Connect

We'd love to sit down and talk with you about how we can help with your media strategies. Please fill out the form, or send us an email to connect.

At Vision Media, we are committed to safeguarding your privacy. The information we collect through our website is managed by data collection practices, ensuring your personal information remains secure. By submitting this form, you are agreeing to receive emails from us. Visit our Privacy Policy for more details.