The Ask

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.  

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Solution

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.  

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Results

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.

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