CASE STUDY
La Viva Piña — Hilton Global F&B Campaign
70th Anniversary of the Piña Colada
YEAR
2024
DURATION
4 months
ROLE
Social Media Strategist
LOCATION
Global (Puerto Rico, Philippines, Japan, UK & more)
OVERVIEW
In 1954, bartender Ramón "Monchito" Marrero invented the piña colada at the Beachcomber Bar of Caribe Hilton in Puerto Rico. Seventy years later, Hilton Hotels & Resorts celebrated this icon with a global campaign — and I supported the social media content and campaign strategy behind it.
KEY RESULTS
+1,230%
Engagement Spike
Massive increase in campaign engagement
+20%
Sales Increase
Direct impact on F&B revenue
50+
Properties Activated
Hotels participating across EMEA
PROJECT DETAILS
A Drink, A Story, A Global Moment
The piña colada is one of the world's most iconic cocktails — and Hilton owns its origin story. The 70th anniversary was a genuine cultural milestone, with events at properties across Puerto Rico, the Philippines, Japan, the UK, and beyond. My role was to help shape the social media strategy and content that brought this story to life for a global audience.
Social Media Strategy
Content ran across Hilton's social channels throughout July — timed around National Piña Colada Day on July 10. Posts ranged from historical storytelling and cocktail spotlights to live competition coverage and property event content.
FEATURED POSTS
See the work in action on Instagram.
CHALLENGES
- 1
Telling a 70-year-old origin story in a way that felt fresh and relevant to modern audiences
- 2
Coordinating content and events across properties in Puerto Rico, Philippines, Japan, UK, and beyond
- 3
Balancing historical storytelling with commercial campaign objectives
SOLUTIONS
- 1
Developed a content strategy that mixed historical storytelling with cocktail spotlights and live event coverage
- 2
Timed campaign around National Piña Colada Day (July 10) for maximum cultural relevance
- 3
Created flexible content frameworks that allowed each property to localize while maintaining brand consistency
Interested in similar results?
Let's discuss how we can transform your brand.