Presidente Black was the brand's new beer, with the distinctive feature of having 6% alcohol content. One more than the regular Presidente.
For its launch, we developed the digital strategy based on the concept "A new level of attitude".
For its launch, we developed the digital strategy based on the concept "A new level of attitude".
All #PresidenteBlack content and interactions were designed to embody this fresh attitude, with a distinct tone and style. The photos followed a candid approach, while the videos were elevated to a new level of production. This was executed during the Soberano Awards, the premier awards event in the Dominican Republic, where a pop-up bar was also featured as part of the set design.
We created a website with the primary goal of generating awareness for the new product and hosting the various coverages that would be produced. In the first stage, we introduced it with an animation of the product, along with its information and the benefits it offers.
PRESIDENTE BLACK BEATS
Once the product was introduced, we developed an interactive website game, to sustain traffic and increase time spent on the site. In the game, users could create their own electronic music mixes using the keyboard, which provided different beats.
Here’s a video showing how it worked:
Then, to bring traffic to the site, together with La Pixelería, we created VJ-style visual animations of what was happening on the website. These were shared on Facebook and Twitter.
Credits:
Digital Agency: Capital DBG
General Creative Director: Maurice Sánchez
Senior Creative: Iván Muñoz
Art Director: Anthony Rincón
Content Editor: Paola Tejeda
Community Manager: Stephany Altagracia
Photography: Máximo del Castillo
Digital Director: Nefi Florián
Front-End Developer: Carlos Mateo
Back-End Developers: Julio Alcántara, Ángel Leger
Audiovisual Producer: Beto Franco
Digital Media Strategist: Jorge Fuster
Account Executive: Johanna Melendez
General Creative Director: Maurice Sánchez
Senior Creative: Iván Muñoz
Art Director: Anthony Rincón
Content Editor: Paola Tejeda
Community Manager: Stephany Altagracia
Photography: Máximo del Castillo
Digital Director: Nefi Florián
Front-End Developer: Carlos Mateo
Back-End Developers: Julio Alcántara, Ángel Leger
Audiovisual Producer: Beto Franco
Digital Media Strategist: Jorge Fuster
Account Executive: Johanna Melendez
Others:
Coverage Video Production: LaMadrid Films
Black Visual Design and Animation: La Pixelería
"A New Level of Attitude" Concept and Original Design: Damaris / Young & Rubicam
Black Visual Design and Animation: La Pixelería
"A New Level of Attitude" Concept and Original Design: Damaris / Young & Rubicam
