RED STRIPE TO THE RESCUE
When the abrupt departure of their coach left the much-heralded Jamaican female bobsled team without a sled just days before the PyeongChang 2018 Winter Olympic Games, Red Stripe stepped in. As a beer born and brewed on the same island as these athletes, Team Red Stripe leveraged the power of social media to reach Team Jamaica in its time of need with a Tweet offering to pick up the tab for a new sled. In less than 24 hours, Red Stripe had come to the rescue and purchased the sled outright, awarding it to the ladies ahead of their preliminary runs.
BRAYA developed and executed the “feel-good” media strategy that would take the world by storm. Not only did the brand dominate Olympic coverage, the initiative also prompted a 7% increase in product sales.
TECATE BEER PULLS IT'S ''TRUMP CARD''
Tecate wanted to show the world that beer and politics really do mix with the introduction of its version of a border wall between the US and Mexico. The distinctly Tecate-style twist was the wall was only three-feet tall - the perfect height on which to rest a Tecate. The #TecateBeerWall would debut to millions immediately before the start of the first Presidential debate – with record setting audience viewership, brand awareness and social reach, both across paid social channels and organic memes.
BRAYA’s work started months before, ensuring the right balance of brand messaging for such a poignant topic, along with developing and executing the PR media strategy focused on generating higher quality national results mapped to specific media targets. The #TecateBeerWall would go out to win 2017’s PR Week’s Best Content Campaign of the Year and be a finalist for the Holmes Report’s SABRE AWARDS. As the spot promised, this wall might be small, but it’s going to be huge.
EAT THE BEAR PARTNERS WITH LUKE KUECHLY
The BRAYA team worked to organize a media day for Eat the Bear’s newest brand ambassador, and one of the top ranking NFL players, Carolina Panthers’ linebacker Luke Kuechly. Our team leveraged Luke to create both brand building and sales driving media pick-up to tell the larger brand story with business and consumer lifestyle media leading into football season. The results included stories ranging from Yahoo! Finance and Business Insider to Esquire, Men’s Journal, Men’s Fitness and Muscle & Fitness.
CANELO VS. GGG RD 1
After MayPac, Canelo Alvarez vs. Gennady “GGG” Golovkin was arguably the most demanded fight from boxing fans.
Since winning the MayPac title, Tecate has become one of the biggest authorities in the sport including becoming the official beer of boxing by activating and sponsoring some of the best fights in the last 10 years including – Canelo-Khan, Canelo-Smith, GGG-Jacobs, Canelo-Chavez Jr., and the brand’s first fight, De La Hoya-Mayweather (2007).
As the Presenting and Exclusive Beer Sponsor for Canelo vs. GGG, Tecate’s goal would be to bring fight fans as close to the action as possible including providing media a unique peek behind how one of the biggest fights in the world comes together.
During this unique event, BRAYA created a Glamping Experience for participants of "Tequila Herradura's Road to the Hacienda Challenge" - extending the experience to relevant media and influencers that helped create buzz of what Herradura was doing internally to excite mixologists across the world.
BRAYA handled all of the production, and coordination of logistics with the mixologists, creating a seamless one-of-a-kind experience. This included the creation of an agenda that featured live streamed mixology contests, tequila tasting networking events and outdoor dinners with live music acts directly from the Hacienda