Cinco de Mayo is celebrated on May 5 in the United States and Mexico. This day perfectly combines Mexican culture, food, drink, and atmosphere yearly. And for marketers and advertisers, this day presents an opportunity to create campaigns that attract the attention of millions of people. Crafting a perfect marketing campaign is no easy task; if successful, it can be the turning point for a brand. In this blog, we will explore the 5 advertising campaigns that expose Mexican products and culture that have stood out in the marketing world over time.
_ Cinco de Mayo: A celebration of Mexican — and American — values
Corona Extra – On Mexico Time – From Where You’d Rather Be
Corona’s advertising executes memorable TV spots and outdoor campaigns aligned with Mexican culture. The campaign is about relaxing, enjoying good weather, and spending time with friends. The ad presents a series of images of Mexico’s landscapes, people, and culture mixed with moments shared on the beach.
Avocados From Mexico’s “First Draft Ever”
Avocados From Mexico, the famous guacamole company, created a fun campaign called “First Draft Ever.” In the ad, the recognizable Noah announces which species from each country were selected for the “next selection in the first draft,” starting with Australia and its distinguished kangaroo; he continues to mention the selection until the end, indicating that the avocado was selected from Mexico.
Taco Bell’s “Steal A Base, Steal A Taco”
Taco Bell, one of America’s favorite fast-food chains that has been around for decades, has one of the most successful campaigns. In 2015, they came up with the slogan “Steal A Base, Steal A Taco” campaign that saw their sales skyrocket. For every base steal in the World Series, the fast-food chain gave a free beef taco to anyone who visited a Taco Bell location.
Chipotle – “The Scarecrow”
Chipotle’s “The Scarecrow” campaign was a multi-awarded campaign that managed to merge socially conscious messages into their advertising. The short animation follows a scarecrow discovering a factory farm’s horrors and unethical practices. The ad then invites viewers to opt out of factory-farmed food by choosing Chipotle for their next meal. This campaign was a refreshing change where product selling was not the focus.
Coca-Cola – “Coca-Cola en Español”
Coca-Cola has a long history of creating memorable advertising campaigns. In the 80s, Coca-Cola launched the “Coca-Cola en Español” campaign that spoke direct to Mexican people, exposing their product through music and testimony from influencers of the epoch such as Cantinflas, Selena, and Luis Miguel. The campaign featured TV spots celebrating Mexico’s rich cultural heritage.
Cinco de Mayo is an essential holiday celebrated with tremendous emotion and passion in Mexico and the United States. Brands that want to capitalize on the festive spirit of the holiday need to create memorable and relevant campaigns to connect with the Mexican people. Over the years, we’ve seen some incredible advertising campaigns. However, standing out in the crowd takes originality, creativity, and cultural sensitivity. A successful Cinco de Mayo campaign is not just about promoting a product; it’s about becoming part of the community and fostering relationships with the consumers, which could translate into brand loyalty and sales.
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