Differentiate Victoria’s Día de Los Muertos activation from the many other cervezas in the marketplace.
We unearthed real insights by conducting proprietary and secondary research among cultural experts. The Latino Smithsonian, a professor at the Department of Latino Studies at UCLA and a curator at the Museum of Mexican Art all agreed -the holiday was more well known in recent years. However, non-Hispanics were unsure about how to celebrate the day. The problem was clear. We needed to help them understand the unique relationship Hispanics have with death.
People think the Day of the Dead is about death. But, what they fail to realize is that it’s a day to celebrate the life of the dead.
We showed creatives the many ways Hispanics celebrate someone’s life. A photo and video compilation brought to life commerations of food, drink, song and art.
The team developed limited-edition packaging that showcased the many ways life is commemorated.
Shipping wraps, retail displays, bar banners, coasters, table tents were also created to support the effort.
Coming soon to a retailer and bar near you.