Executive Summary
To celebrate the 20th anniversary of Coliseo de Puerto Rico, in August 2024 we partnered with Pepsi to create a one-of-a-kind brand collaboration that redefined what premium hospitality can look like when music, culture, and legacy converge. At the heart of the activation was a limited-edition commemorative Pepsi can, transforming an everyday product into a collectible tribute to two decades of unforgettable moments at “El Choli.”
But the partnership went far beyond packaging—it sparked a multi-channel celebration that engaged fans, artists, influencers, and media. From high-visibility concert ticket giveaways and immersive point-of-sale experiences to a tailored PR influencer strategy, exclusive behind-the-scenes access, and a once-in-a-lifetime contest to win access to everyconcert in 2024 through the Ritmo-Pass, every element of the campaign was designed to honor the venue’s history while elevating the Pepsi brand in Puerto Rico.
With strong media coverage, fan-driven content, and thousands of online interactions, the campaign became a cultural moment in itself—cementing Coliseo de Puerto Rico and Pepsi as iconic partners in shaping the entertainment landscape of the island. This activation not only celebrated the past but set a bold new standard for strategic, emotionally resonant brand partnerships within the premium hospitality space.
Submitting Organization: Coliseo de Puerto Rico
Detailed Nomination
Overview
In 2024, Coliseo de Puerto Rico celebrated its 20th anniversary as the premier entertainment venue in the Caribbean. To mark this milestone, we teamed up with Pepsi to create a high-impact partnership that combined nostalgia, innovation, and experiential branding—capturing the hearts of fans across Puerto Rico while showcasing the power of strategic collaboration in the hospitality sector.
At the core of the activation was a limited-edition commemorative Pepsi can featuring the Coliseo’s iconic silhouette and branding. The can served as both a celebration and a symbol—honoring 20 years of concerts, sports, and cultural events while positioning Pepsi as a key player in the island’s entertainment story.
The collaboration came to life through a 360-degree activation strategy, including a robust influencer marketing campaign, concert ticket giveaways, on-site visibility, a fan-generated dance contest, and exclusive fan experiences across key retail and digital platforms.
Innovation & Impact
What made this activation unique was the seamless integration of product, place, and purpose. Rather than a typical sponsorship, the partnership became a cultural statement—turning a beverage into a storytelling vehicle for two decades of memories.
Key innovations included:
Custom-designed Pepsi Can celebrating “20 Años a Tu Ritmo,” sold in stores and given as VIP merchandise at concerts and events.
Influencer Unboxings and short-form content on Instagram and TikTok, showcasing the can alongside concert-ready looks, nostalgic stories, and brand love.
Point-of-sale displays in supermarkets and convenience stores, bringing the energy of live shows to everyday retail spaces.
Concert ticket giveaways tied to can purchases and digital engagement, creating hype and conversion at the same time.
The Ritmo-Pass Contest—a once-in-a-lifetime opportunity to win access to every concert in 2024 at the Coliseo. Fans were invited to upload a video of themselves dancing with their Pepsi in hand to mundopepsi.com, making the contest as dynamic and celebratory as the campaign itself.
Earned media coverage in top outlets highlighting the innovation behind the collaboration and the impact of the Coliseo over the years.
This partnership wasn’t just about branding—it was about experience. We made fans feel like part of the celebration, whether they were drinking Pepsi at home, dancing for a chance to win, or screaming lyrics in the front row.
Results & Success Metrics
The partnership exceeded all benchmarks, driving both emotional engagement and measurable business results:
100K+ commemorative Pepsi cans distributed, with a notable lift in retail sales during the campaign window.
Over 15M total media impressions, including major coverage in El Nuevo Día, Primera Hora, Metro PR, and national entertainment outlets.
6 pieces of influencer content, with an average engagement rate of 6.8%—well above industry norms.
Over 20K total entries in ticket giveaways and digital activations, including high participation in the Ritmo-Pass contest, which captured data, sparked viral content, and fueled excitement across fan communities.
Social media reach extended to millions of impressions, with fans organically sharing their #RitmoPass dances, generating user-driven buzz and goodwill.
Elevated Pepsi’s brand perception among Gen Z and millennial consumers, particularly those identifying as concertgoers and pop culture fans.
Beyond the metrics, the campaign reignited a sense of nostalgia and loyalty for the venue—deepening the emotional connection between Pepsi, the Coliseo, and Puerto Rican audiences.
Industry Influence
This collaboration redefined how brand partnerships can operate within premium hospitality. Instead of a static sponsorship, we created an interactive, emotional, and consumer-first activation that lived both inside and outside the venue. The result was a new model for how product collaborations can reinforce brand equity, drive revenue, and elevate the fan experience.
Coliseo de Puerto Rico and Pepsi didn’t just look back—we looked forward, setting a new bar for partnership storytelling. From collectible cans to exclusive access, from social media buzz to retail impact, and the groundbreaking Ritmo-Pass contest, this campaign proves that the future of hospitality lies in meaningful, multi-platform collaborations that merge lifestyle, legacy, and live entertainment.
