Studies have long shown that bilingual people are smarter than their single-tongued counterparts. On a recent hot day on the Las Vegas strip, they were also less thirsty. A voice-activated kiosk dispensed cans of Corona’s Hard Seltzer Limonada—but only to those who could properly ask for one in Spanish.
The activation from MullenLowe L.A. was inspired by the brand’s name, which some people find hard to pronounce. Audio and visual prompts asked each potential customer to say, “Dame una Corona Hard Seltzer Limonada, por favor.” The right pronunciation earned a free drink.
The wrong one didn’t. But in partnership with the language learning platform, they were offered a free month of Duolingo to brush up.
“Having a difficult-to-pronounce name for non-Spanish speakers is something we can definitely relate to,” said Renato Barreto, associate creative director at MullenLowe, in a statement. “We wanted to tap into this common cultural challenge in a playful way that would differentiate Limonada from the other lemonade hard seltzers available on shelves.”
A video of the activation is running on the brand's social channels, and through the summer customers can visit duolingo.com/redeem to use the code “LIMONADA” for a free one-month subscription to Duolingo Plus.
“It can be a struggle, but your unique name is what makes you unique,” added Marcelo Maciel, also an associate creative director at MullenLowe. “And as Corona Hard Seltzer Limonada, not lemonade, we wanted to convey the importance of authenticity with this activation.”