A campaign that turned a country upside down: Virazón

B. Fernandez & Anheuser Busch developed an integrated marketing strategy to recuperate sales and market share after being affected by a recently launched beer. The label of the Budweiser can, changed from vertical to horizontal and to create excitement among consumers, the Virazón Campaign was born. Budweiser would promote dance competitions in the different bars of the country to culminate in a summer "closing" competition in the La Guancha area of Ponce. About 30,000 people in attendance chose the best dancers to the rhythm of the "Virazón.” Cuco Peña worked the music of the ad, changing the Boogaloo’s six chords from El Gran Combo. Sales skyrocketed; the campaign won awards, regained the hearts of consumers, and today is the most remembered beer promotion executed in Puerto Rico.