Paldo's Lobster King Cup, an export-only product, has become a best-seller in the U.S., generating $2.5 million in sales as of 2022. Recognizing high demand among Hispanic consumers, the campaign aimed to further increase product and brand awareness within this demographic. With the Hispanic population densely concentrated along the East Coast, we chose this region as the campaign focus.
BorderX designed the campaign strategy for Paldo’s Lobster King Cup around the tagline, “The easiest way to enjoy lobster.” Targeting lobster lovers in New York City, we strategically placed out-of-home (OOH) ads in high-traffic areas popular for lobster, including Chelsea Market, lobster restaurants, and Times Square. The campaign visuals and messaging leveraged these locations to engage consumer curiosity and interest.
To amplify the campaign’s twist and humor, we collaborated with meme content creators and influencers, who shared viral, humor-based posts timed to align with the OOH ad launches. Together, the OOH exposure and engaging storytelling embedded the product and brand into the minds of U.S. consumers effectively.
