award of merit
jennifer@visionmediaus.com
Barrilitos is a premium soft drink, born in Monterrey, Mexico, in 1938. It embodies the rich and diverse Latino culture. With Vision Media as media buying AOR, Coca-Cola launched this imported brand in the U.S. with a brand campaign in Q4 2024. This Spring 2025 campaign is an extension of the initial campaign to expand awareness and engagement in specific markets.
The Barrilitos Extension campaign (3/12 - 5/5/2025) focused on increasing awareness of the brand in an authentic way, connecting with both shopper and consumer to drive trial and repeat, and challenge the category leader to capture share.
Using an omnichannel campaign strategy with digital, traditional, and experiential channels the Vision Media team was able to exceed goals, test new opportunities and provide over $40,000 in added value.
Outcomes:
High Impact Display drove 10k ad clicks and .78% CTR. Higher than previous campaign results.
Streaming Audio reached 458k unique HH with average frequency of 3x.
OTT/CTV consolidated geotargeting and higher spend increased frequency from 1x in 2024 to 3x.
Programmatic OLV provided above benchmark VCR at 80% and 4x ads frequency.
Instacart provided 236k impressions, 1,500+ clicks, .67% CTR, sales (83% new to brand). {50% increase in sales during campaign, dropping after, showed clear incremental impact.}
