In celebration of the 70th anniversary of the piña colada, the iconic cocktail invented in Puerto Rico in 1954, Discover Puerto Rico and Van Leeuwen Ice Cream have partnered to launch a unique piña colada ice cream flavor. The collaboration also aligns with National Piña Colada Day, promoting the rich culture and gastronomy of Puerto Rico while encouraging travel to the island.
Campaign: Piña Colada Ice Cream Launch
Companies: Discover Puerto Rico, Van Leeuwen Ice Cream
Agency Partners: MMC, H&S, FleishmanHillard
Launch Date: July 2024
Campaign Goals and Strategy
The primary objective for Discover Puerto Rico was to commemorate the piña colada’s milestone by engaging with consumers in a way that showcases Puerto Rican culture and culinary heritage. “We wanted to inspire people to visit Puerto Rico and also educate them about our gastronomy and culture,” said Davelyn Tardi, public relations director at Discover Puerto Rico.
To bring the campaign to life, the organization chose Van Leeuwen Ice Cream for its creativity and strong New York-based following, which aligns with Puerto Rico’s primary tourist market. Van Leeuwen, founded in 2008, initially sold ice cream from a food truck in New York—adding a personal connection to the campaign’s goals.
Creative Tactics and Partnerships
The piña colada ice cream, infused with Don Q Rum, was the centerpiece of the campaign, which also featured collaborations with Puerto Rican mixologist Roberto Berdecia and artist Cristina Muñoz Laboy. Berdecia, the owner of La Factoria, a renowned bar in San Juan, contributed his expertise in cocktail-making to help craft the dessert, while Muñoz Laboy, known for her artwork inspired by endangered flowers, designed the ice cream’s packaging.
Both Berdecia and Muñoz Laboy shared behind-the-scenes videos on Instagram, giving followers a glimpse into their creative processes. These videos showcased their work and further built excitement for the campaign.
To maximize exposure, the campaign included an ice cream truck offering free scoops in New York City on National Piña Colada Day. Stops included Bryant Park, Union Square, and West Village’s 787 Coffee, a café serving coffee made from Puerto Rican beans. The campaign also visited several other 787 Coffee locations the following day, along with media companies Hearst, Conde Nast, and Dotdash Meredith, where Berdecia and Muñoz Laboy interacted with reporters and editors, giving away free ice cream and generating buzz.
Results and Impact
The campaign garnered significant media attention, with coverage from outlets like Food & Wine, People, Travel + Leisure, and Trend Hunter. On social media, the campaign saw impressive engagement: an Instagram post announcing the new piña colada flavor received over 100,000 views and 3,000 likes. Additionally, two Instagram Reels showcasing the free ice cream offering in New York amassed nearly 300,000 views and 4,000 likes. Behind-the-scenes videos from Berdecia and Muñoz Laboy also performed well, with more than 48,000 views and 1,600 likes.
The campaign not only highlighted Puerto Rican culture but also successfully leveraged social media and influencer partnerships to reach a broad audience, leaving a lasting impression on both piña colada lovers and potential travelers to Puerto Rico.
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