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Case Studies
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 Mexican Hot Chocolate Is on Trend |
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Mexican Hot Chocolate is a milk-based drink that is enjoyed by Mexicans twice a daily since the days of the Aztecs. The California Milk Processor Board (CMPB), the creator of GOT MILK? and TOMA LECHE, aimed to establish this treat as the crossover “drink del día with non-Latino Californians during the cold weather season both at-home and in coffee houses statewide.
RLPR created a “Media Guide to Mexican Hot Chocolate Hot Spots” in California to give journalists a handbook on places where they could try the drink for themselves.
The program was implemented through in-studio TV demonstrations with café owners on how to make the drink, a bilingual video package distributed to TV stations and an audio news release that broadcasted statewide. The campaign helped café owners increase walk-in requests for Mexican Hot Chocolate in the California by 30 percent.
Within eight weeks, the Mexican Hot Chocolate message reached over 75 million audiences through strategic media coverage including national TV stories on CNN, The Food Network and FOX News. |
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