Relaunching Milca: A Soda Pop Icon
Talk about retro-inspired visuals. Milca is serving a soda pop relaunch bound to make waves in the industry developed in partnership by Madre Consulting & Pupila Estudio. The original Milca was red, so keeping the new color palette consistent with the past, the can is a bright cherry red paired with an icon that truly makes a splash. The new identity for the red soda is cheerful, unexpected, and full of personality. It's pure genius to take the retro vibes from when the soda first made its debut and implement it in the modern branding system in a refreshing way. This is a soda that I most definitely want a sip of.
After more than two decades of absence in its origin market, Milca decided to return to Nicaragua and expand through Central America. In partnership with Pupila, we developed a relaunch and positioning campaign that captured the hearts of centennials and millennials through nostalgia marketing insights and popping modern retro visuals.
We anticipated Milca to be received as a new product by most 'youngsters', which make up for most of Nicaragua's population. However, we also expected stories and anecdotes to be told by 'oldies' who had enjoyed it back in the day. They organically backed up Milca's positioning as the original red soda, which we seized through the hashtag #larojaoriginal.
Beyond being a delicious thirst-quencher, Milca became a proven conversation starter.
Together with Pupila, we challenged the usually overloaded graphics used in the soft-drinks category. In turn, we proposed clean and flat-colored visuals to build an eye-catching grid system that flexibly featured slogans, retail information, and product images.
Product shots were produced by Madre with the help of business photographer Otto Mejía. We also developed scripts for radio spots and created a new version of Milca's vintage jingle produced by the talented team at Mosaico Audiovisual.
Furthermore, through Boxed Nicaragua, we put together a special gift-kit aimed at influencers who excitedly shared their unboxing experience and joy at receiving some Milca love.
Developed in Partnership by Madre Consulting & Pupila Estudio
Photography: Otto Mejía