Multicultural - Products

Any effort for a product whose success was dependent on effectively connecting with a specific cultural or lifestyle group, e.g.  African-American, Asian, Hispanic, LGBT, People with Disabilities, etc.   

2023 GOLD

Modern Rice Explorers

Riviana wanted to connect with Latino culinary explorers and young people preserving family recipes, while adding their own modern take. We wanted to rebrand rice from a boring staple to a blank canvas they can use for expression. Our campaign challenged culinary explorers to “unfollow la receta” (unfollow the recipe), adding their personal twist to rice dishes. We did this by showing that although recipes evolve with each generation, their essence never dies. This effort more than tripled brand awareness and preference, leading to an impressive 28% sales lift.

Brand: Mahatma and Carolina Brand Rice
Client: Riviana Foods Inc.
Agency: ALMA DDB.
Language: English

2023 BRONZE

Getting real with Hispanics about Type-2 Diabetes

Trulicity’s Hispanic-specific campaign went beyond cliché pharma lifestyle scenes, delivering original storytelling that emphasized how Trulicity can lower Hispanic Type-2 diabetes (T2D) patients A1-C, and how that is crucial for keeping T2D under control. The campaign addressed proper management of T2D and motivated Hispanic patients to talk to their doctor about trying Trulicity and staying on it. Building on record-breaking growth from a year ago, this culture-first approach exceeded objectives with 32% YOY growth in total prescriptions filled, representing 47% market share and 1.4X faster growth than total market.

Brand: Trulicity
Client: Eli Lilly and Company
Agency: ALMA DDB.
Language: English

2022 SILVER

Sounds From Home

Medalla Light, Puerto Rico’s national beer, needed to announce its arrival and drive sales among Puerto Ricans in 9 US markets. This is the story of how Medalla, with only a small fraction of American beer budgets, used a clever activation to connect directly with the Puerto Rican diaspora, generating sales 2x greater than projected and over 2.1 million dollars in earned media coverage. The strategy? To transform a beloved and uniquely Puerto Rican sound into an irresistible and inspiring call-to-action inside stores.

Brand: Medalla Light
Client: Cervecera de Puerto Rico
Agency: DDB Latina Puerto Rico
Language: English

FINALISTS

Kleenex® Tissue Sessions for Change

Mucinex Our Community Needs You Well

Miller Lite Es Jose Time