Found in Translation

Puerto Rico has been a U.S. territory since 1898, but its people proudly identify as Latino. Their culture, language and identity blend American and Caribbean influences. Despite pressures to assimilate, the diaspora continues to celebrate its heritage with pride. Today, over 6 million Puerto Ricans live in the U.S. – more than on the island. Medalla Light, the island’s leading beer, launched in the U.S. to keep that cultural connection alive. Because when your culture shows up in public, it feels like home.

We launched the campaign in English, but not for English speakers. Puerto Rican sayings were “literally” translated and placed across streets, bars, and media in cities like Orlando, New York, Chicago, and Miami. Each one pointed to MedallaDrinkersKnow.com where users could submit their sayings. These submissions fueled the campaign – 80% of the copy came directly from consumers. A movement that started with a cultural fact and ended with a community-built celebration.