For more than a decade, Victoria Beer has been honoring and redefining the Mexican Day of the Dead tradition but faced challenges to differentiate itself from the increasing number of brands joining in campaigns and special product editions. To remain a leader in this space, Victoria needed to understand the social mood and create a unique and memorable film for customers, solidifying its position as a leader.

Victoria's special edition product for the holiday incorporated Cempasuchil extract into its formula, elevating the tradition of the Day of the Dead and boosting the brand's appeal. The campaign's goals included maintaining a brand power score of 7.7 points, increasing message relevance by 71%, and increasing the average positive sentiment by 80%.

In 2022 we discovered that Mexican people had a different mindset as we valued what really mattered: being closer to our loved ones and giving ourselves the opportunity to live again through trips, concerts, and experiences, being conscious of what was lost.

In Victoria, we have reinvented the Day of the Dead for years, and this year wouldn’t exception. We discovered that our deceased loved ones not only come to visit us on November 1 and 2 as tradition dictates, but we keep them alive by remembering all the good things they left in us: their gestures, their passion for something, rituals, and teachings.

In the Mexican culture, we found the answer, they believed that the deceased souls used hummingbirds to cross over to the world of the living guided by the smell and color of the Cempasuchil flower, therefore, we use these elements to give life to our communication.

In 2022 we discovered that Mexican people had a different mindset as we valued what really mattered: being closer to our loved ones and giving ourselves the opportunity to live again trips, concerts, and experiences, being conscious of what was lost.

In Victoria we have reinvented the Day of the Dead for years and this year wouldn’t exception. We discovered that our deceased loved ones not only come to visit us on November 1 and 2 as tradition dictates, but we keep them alive by remembering all the good things they left in us: their gestures, their passion for something, rituals, and teachings.

In the Mexican culture we found the answer, they believed that the deceased souls used hummingbirds to cross over to the world of the living guided by the smell and color of the Cempasuchil flower, therefore, we use these elements to give life to our communication.

Victoria beer is one of the only companies in Mexico that works with actors who have physical characteristics that are typical of the Mexican community, which makes us very proud. The performers were meticulously chosen through a tough and demanding casting procedure that included seeking in all 32 states of the country and rejecting dozens of models and actors along the way until they found individuals that would make an entire country feel identifiable.

Our emotional content, allowed us to exceed expectations:

• Reach of 34M people in digital media and +164% in full views (81.4M), +8.3pts brand power (107% more vs. target, difficult to achieve given increased competitor activity)

• Media outlets broadcast our videos, generating 54M impacts equivalent to $7M pesos of ad value.

• 3.3pts Top of mind in youth (+1.3pts vs target) and 80% message relevance (+9pts vs norm)

• 96% overall positive campaign sentiment.

• 84% liked the live ofrendas message, finding it different (15% vs. the norm).

• +7% in purchase intent (vs. market average) and 3.1M clicks (154% more than target).

• Digital ROI of $1.96 (+117% vs. target) and total Net Revenue of $239M, 125% more than obtained with the same campaign in 2021.

• The campaign favored brand metrics, gaining +8pts salience and 10pts on a different brand compared to last quarter's 2021 result.