Decí Fulbo (Say Fulbo)

Cervecería & Maltería Quilmes / draftLine

Medals Won

Silver – Best Customer Acquisition Program

Campaign Overview

During Copa América, TaDa needed to earn relevance without sponsorship rights, star budgets, or owned media. The opportunity came from a uniquely Argentine cultural trigger: when Messi says “Fulbo”, social media explodes. It’s a meme, an identity marker, and a national inside joke. TaDa connected this organic cultural moment with a product from its catalog—Michelob Ultra featuring Messi’s face—turning a brand limitation into the center of the idea.

The activation was simple and explosive: “If Leo says Fulbo, Michelob is $1 on TaDa.” By running the message in real time on X, TaDa rode the cultural wave the instant the word dropped. The result: massive conversation, record orders, and a flood of trial for Michelob Ultra, newly introduced to the Argentine market.

Creative Concept

TaDa built the idea around a single, undeniable cultural truth: Messi saying “Fulbo” is a national event. Rather than compete with big-budget sponsors, the brand hijacked a moment that already belonged to the people.

Cultural Moment Hijack: The campaign leveraged Messi’s pronunciation of “Fulbo” as a trigger—an instantly recognizable cue that unites the country.
Radical Simplicity: One line. One trigger. One action. The creative approach rejected complex visuals and elaborate storytelling in favor of pure, culturally fluent clarity.
Authentic Football Voice: The promise was delivered in the exact tone of Argentine football culture: “If Leo says it, we launch the offer.” A mechanic as simple—and powerful—as the moment itself.

The campaign’s creative execution embraced minimalism to achieve maximum cultural impact, proving that in Argentina, a single word from Messi can outperform an entire media budget.

Execution Strategy

Real-Time Activation Framework: Because Fulbo is unpredictable—Messi may say it at any moment—the campaign was engineered for instant response rather than scheduled rollout.

Live Cultural Monitoring: During Copa América, TaDa tracked every interview, tunnel walk-off, broadcast clip, and press moment in real time, operating like a live newsroom.

Instant Offer Trigger: The second Messi said “Fulbo,” the $1 Michelob offer went live and the X post was deployed immediately to spark virality.

Brand as Fan Behavior: This lightweight, reactive mechanic allowed TaDa to behave like a fan—not a brand—entering football conversation on equal footing with meme accounts, influencers, and sports media.

Radical Shareability: The simplicity of the mechanic made it instantly explainable in one sentence, maximizing organic sharing and accelerating viral spread.

Impact and Results

The campaign delivered remarkable results:

44× increase in new consumers, dramatically expanding TaDa’s user base.
+235% increase in orders versus the previous match, proving immediate demand activation.
10,000 recovered users returned to the platform, reactivating dormant customers at scale.
500,000 cans of Michelob Ultra delivered, translating cultural relevance into real volume.
20M impressions on X, driven by real-time virality and earned conversation.
Post-campaign research ranked “watching sports at home” as the #1 reason to order from TaDa, permanently shifting usage behavior.
Results far exceeded expectations for a non-sponsor brand, outperforming competitors in the most cluttered moment of the football season.

Why It Worked

Decí Fulbo succeeded by activating a cultural trigger more powerful than any paid asset: Messi’s voice. Rather than forcing its way into Copa América, TaDa embedded itself into a ritual fans already loved. The mechanic was emotionally resonant, instantly understandable, and perfectly timed.

The idea also built a bridge between brand, product, and context: Michelob Ultra with Messi’s face + Messi’s meme word + TaDa’s fast delivery = a frictionless conversion moment. The campaign used X as a real-time arena, allowing fans to play along and amplifying awareness at zero additional media cost.

Ultimately, the campaign proved that clever cultural timing can outperform sponsorship dollars. TaDa didn’t just speak during Copa América—it spoke the way Argentinians do.