In California, as of 2018, Hispanics made up 39.3% of the population—a number that is steadily growing today. Crush sees this market as a significant growth opportunity. So how can Crush increase their engagement with their Hispanic consumers? A partnership with an already established Hispanic community—Boxing.
We partnered with four-division, world boxing champion, Canelo Alvarez—a superstar who hails from Guadalajara, Mexico and is well known throughout the target consumer’s community.
After focused negotiations of image rights and key on-site benefits, we created two powerful campaigns offering a sweepstakes to attend one of two Canelo super fights as a Crush Soda VIP. Utilizing point of sale at retail accounts statewide, the two super fights in Las Vegas, NV were promoted, and on-site Crush Soda branding took the stage at all highly attended press events.
The program was leveraged at 5,000 retail accounts throughout California, which resulted in incremental display activity with an unprecedented 14% lift in sales for two 3-month periods.