Chris Evans x LaLa 100

Talent Republic secured the Grupo LaLa account at Cannes Lions in June, 2019. The brand was keen for a globally renowned star to introduce their ‘super’ milk range, Lala 100, to Mexico.

Five weeks later we were on set in Boston with Hollywood actor and philanthropist, Chris Evans, best known for his portrayal of Marvel’s Captain America.

Talent Republic cast, secured and managed all Talent related aspects from concept to completion.

The partnership was mentioned in over 200 media outlets. Lala 100 won Best Marketing Strategy 2019 in Mexico and an increase of over +1pp of market share.

Lala, Mexico’s largest dairy brand, needed a universally respected ambassador to elevate and raise awareness of LaLa 100, Mexico’s first ever (patented) lactose free ‘super’ milk range, to the heroes of today.

We wanted to create stand out, empowering content that built upon the brand’s cutting-edge patent. We knew there was no one better to inspire the ‘heroes of today’ than the leader of the Avengers, Captain America aka film actor and philanthropist Chris Evans. 

Chris would epitomise the brand’s core values of authenticity, empowerment and humility: Chris’ civic engagement platform, A Starting Point, empowers voters in America by promoting bipartisanship and clarifying views from both sides of the aisle. 

As the man who originated the role of Captain America in the Marvel franchise, he was the perfect partner for LaLa. The Avengers’ character, having undergone great transformation and self-acceptance, leads by example and inspires millions around the world. Chris also utilises this fame in his philanthropic work with non-profits.

Negotiations included: drafting contractual agreements, advising and helping manage costs across every aspect from SAG, travel, accommodation, security, to publicist and glam.

Through the line media usage covered TV, Cinema, Print, Out Of Home, Digital and Social.