A Cultural Campaign That Scaled
We partnered with General Mills to create a culturally-driven campaign designed to connect authentically with Hispanic consumers through music, food, and shared experiences.
The Outcome
What began as a test program evolved into Música y Sabor—a fully integrated platform where shoppers could unlock music downloads through product purchases, engaging with the brand in a way that felt personal, celebratory, and culturally relevant.
From a bilingual digital experience to celebrity integration and live events, the campaign transformed everyday products into meaningful moments of connection.
🚀 KEY INITIATIVES
Music-Driven Purchase Incentive
Consumers received unique codes with product purchases to unlock curated Latin music downloads.
Bilingual Digital Experience
A fully branded website featuring music, recipes, and entertaining tips tailored to the audience.
Celebrity Integration
Partnered with Latin pop duo Camila to amplify reach and cultural relevance.
Experiential Expansion
Sweepstakes, VIP concert experiences, meet-and-greets, and live events to deepen engagement.
Retail Activation at Scale
In-store displays and promotions across major retail partners, including Walmart.
