Bohemia, one of the finest Mexican beers, wanted to leverage the launch of its Frida Kahlo commemorative packaging to build its profile in the U.S. The design had already been successfully introduced in Mexico, and it posed an opportunity to create affinity with American consumers and establish a connection between the brand, its heritage and art.
Havas FORMULATIN developed a comprehensive platform that went beyond media relations to create buzz for the packaging. The agency launched “The Kahlo Challenge”, an art contest for U.S.-based artists to submit original work inspired by Bohemia and Frida Kahlo. To celebrate the winning artists and toast to the limited edition design, Havas FORMULATIN orchestrated an event for media and influencers in New York City that brought to life elements of the surrealist artist’s Mexico City home (Casa Azul).