Two years after the start of the Covid pandemic, people grew tired of being separated from their loved ones for so long, including those who had passed away. Mexican beer brand Victoria, with a long history of celebrating the Day of the Dead tradition, decided it was time to help Mexicans finally reunite with their deceased loved ones once more.
To make this reunion possible, we harnessed the Cempasúchil as the centerpiece of our campaign, the mystical Mexican flower known to connect the realms of the living and the deceased. Using real messages that people have dedicated on social media to those they have lost, we created a film that tells the story of a reunion between the living and the dead.
In the film, the protagonists manage to travel from the other world thanks to the Cempasúchil flower, which in Mexico represents the bridge between the two worlds.
Since going to the movies is one of the most popular activities in Mexico, we launched our film through the most important cinemas in the country. Outside the theaters we displayed one of the six posters made to showcase the movie.
After the film, we unveiled our new beer innovation, “Victoria Cempasúchil.” For the first time in history, we crafted a beer made from the Cempasúchil flower, intended to become an icon of the Day of the Dead festivities. People loved it, and Victoria Cempasúchil broke sales records on one of the most important e-commerce platforms in the country. From that day on, it has been sold continuously until today.
We created four different Day of the Dead altars that we displayed on social media to showcase how Victoria Cempasúchil can blend to perfection with the gastronomy of the four most important regions of the country: the North, Center, South, and Pacific.
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