After a period of great speculation, in which images of Puerto Rico's very own NBA basketball star, Carlos Arroyo appeared in different media outlets, under the headline "What's going on with Carlos Arroyo?", Holsum of Puerto Rico released its Public Relations and Marketing campaign for Holsum's Whole Wheat Bread with Carlos Arroyo as it's spokesperson.
"Carlos Arroyo represents the values promoted by Holsum," explained Consuelo Abriles, Marketing Director for Holsum of Puerto Rico. "With him as a spokesperson for this product our message promoting a healthy and well balanced lifestyle gets to our market loud and clear," shared Abriles adding that Arroyo has been the spokesperson for this product since its initial launch in 2003.
With the theme "You will always win with Holum's Whole Wheat bread. Score with the best of flavors!", the advertising and public relations campaign was achieved with a $300,000 investment. The agency "Martí, Flores, Prieto, Rengel and Rubín" and Plaza Films produced the 15 and 30 seconds spots that will be shown on local tv stations, cable, the web and cinemas around the Island. The campaign also includes magazine and newspaper ads and a strong Internet presence through carlosarroyo.holsumpr.com
Holsum of Puerto Rico employs 840 people around the Island and produces more than 100 products including breads, biscuits, cakes, cookies and crackers.