Megan Bordi, gerente sénior de Marca de Pernod Ricard
Pernod Ricard USA created a strategic alliance with Maná to promote their Chiva’s brand among Hispanics in the U.S. Martin de Dreuille, VP Marketing at Pernod Ricard USA and Megan Bordi, Senior General Brand Manager, talked at ANA’s Multicultural conference about this partnership that increased sales and engagement. “We created The Band of Brotherhood with Maná because we wanted to build a platform to make Latino consumers feel closer to the brand. We had a great campaign launching in media with five million impressions and 49 editorial emplacements” Bordi said. Both executives recommended: Begin with an insight ingrained in the culture you’re addressing; choose a partner with values that can align to those of your brand; take advantage of the alliance in all key points; build a strong relationship; optimize the alliance and the development of the new content. Some of the efforts they have made together with Maná included organizing a private concert with 1,290 guests, where people used 850 hashtags. In sale points they developed engaging activations with an especial gift package for Christmas, a crucial time for the brand. Maná has also a foundation called Selva Negra (Black Forest), and they created a program for people to compete for a trip to Mexico, and for each entry they donated a tree. After these activities, bicultural Hispanics began to adopt the brand. Chivas became number one in growth and exceeded four times the sales goal.
