Bohemia - The Kahlo Challenge


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).


  • Distributed samples of the Bohemia Frida Kahlo commemorative packaging to relevant media to secure coverage
  • Secured Mara Romeo Kahlo (Frida’s grandniece) and Trinidad Fombella, curator of New York’s Museo del Barrio, as judges in “The Kahlo Challenge”
  • Sent personalized invitations to top-tier media, Mexican government representatives, and influencers to ensure attendance to event


  • Bohemia’s commemorative packaging and art platform were covered in more than 600 placements, translating to 68 million impressions and more than $1 million in ad value
  • “The Kahlo Challenged” received more than 50 entries; four times the proposed goal
  • More than 200 guests attended the event including representatives from AP, Notimex, People en Español, La Opinión, Terra, etc.;  Mexican Consul Carlos Sada; director of exhibitions at MOMA; and a curator from Museo del Barrio, among others


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