The Day of the Dead is one of the most important traditions for Mexicans. For one more day, living and dead can reunite with their loved ones. Victoria, the first beer in Mexico, has owned & redefined this tradition since 2014. However, for 2021 in a context of distancing and pandemic had to find a new angle focused on this tradition.

As a brand approaching a very important cultural tradition and a conversation deeply sensitive due to all the people that passed away through the pandemic, Victoria had to find away to connect with consumers without sending a wrong message of opportunism.

The main objective was continue to build cultural relevance towards Victoria on the Day of the Dead, managing to raise positive sentiment to 90% (80% was the annual average of the brand).

We designed a product that touched the hearts of Mexicans: Victoria Cempasúchil, a special edition beer to honor the Day of the Dead, our cans into personalized altars that allow us to pay tribute to the dead.

Every Mexican was able to immortalize their loved ones by personalizing their own can through our landing page, placing, on its front, their name and picture and on the back, a personal dedication.

To recover the mood, we discovered through the analysis of comments from the brand's database and social networks that Mexicans reconnected with their deceased through memories, made promises to them, told them their achievements and showed their yearning to see them again, even once again. The most commented were parents 35% and siblings 23%. But they also wanted to see their deceased idols again, whose trajectory remains relevant.

For them, the idea of meeting with those they love, even if they are no longer there, gave them hope to get out of the state of languor and forward despite adversity.

Victoria took up the symbolic meaning of the cempasúchil flower as a bridge that guides with its light and smell to the dead to the world of the living to provide the reunion that Mexicans wanted so much to have with their loved ones, with their roots and traditions.

Reunion was the concept and Cempasúchil flower (considered the bridge between the world of the living and the dead) was the icon that connected the whole campaign.

- To rediscover this endemic ingredient, we created a beer made with cempasúchil flower extract, first innovation of its kind, making our beer now the bridge between two worlds.

- In collaboration with HP technology, cans became the altars upon which Mexicans could dedicate a personalized message of reunion.

- To reconnect with their traditions, we released a short film written with real comments that Mexicans dedicate to their departed loved ones.

- To reunite them with their idols, using Deepfake technology we returned from the dead three Mexican icons to perform a concert never seen before in Mexico: The voice of reunion.

Brand Power all time high +.3pp, salient +6.2pp & meaningful +2.3pp. All key attributes went up +1.8pp in represents my national pride, +2.2pp in a brand that represents our traditions & heritage.

Victoria volume uplift +1.2M HL (+2%) in just one month alone.

9 out of 10 loved the product, (+90% NPS), and +20hrs of users generated content about the cans in social media.

Comms main KPIs: +40M interactions, 95% Positive Sentiment (+5% vs planned), Brand recall 97% (+6% market average) and finding our message relevant with 90pts (+6pts market average)

+30 thousand personalized cans and a new record of sales in e-commerce (60% of all Beerhouse sales)

New record of data collection in Mexico this year with +700K records to the database.