Agency: McCann Erickson, Buenos Aires
Coke-backed Montefiore has its own cumbia band to sing songs about great fruit drinks
[Buenos Aires, Argentina] In a fresh approach to product placement, Coca-Cola has created its own cumbia band to sing about its Montefiore fruit drink on a TV show in Argentina dedicated to the catchy popular music.
Interpublic Group of Cos.' McCann Erickson Argentina assembled The Montefiore Band and wrote five songs playing up the rich flavor and high yield of the concentrated apple, grapefruit and orange drink.
The group takes the stage once an hour on "Pasion" ("Passion"), a Saturday program on America TV that draws Montefiore's target-lower-middle and middle-class consumers, especially housewives. The songs also air on radio. The cumbia effort is backed by outdoor, print and point-of-sale ads.
Montefiore's attributes "are expressed in a fun way," said Ezequiel Fernandez Sasso, brand manager at Coca-Cola de Argentina. "The people that watch every Saturday, they remember the songs... at the time of deciding [what to buy]."
To a marching beat, the band sings, "I want your flavor for me, Montefiore for baby. It costs less, yields more. It has three flavors to enjoy."
Another song, about going to the market to pick up a Montefiore for your buddies back home, goes "Drinks all around, Montefiore. There are three flavors, Montefiore."
Coke's cumbia connection links Montefiore with a thriving movement among its target group. The music, a danceable mix of punk angst, reggae beats and soccer-stadium fervor, is often compared with gangsta rap in the U.S. for its lyrics about drugs, discrimination, sex and violence, and now Coke's Montefiore fruit drink.