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In 2021, due to the Day of the Dead festivities, an economic spill of more than 4,213 million was recorded in 2021.
The average cost of Mexicans to place a traditional offering is 934 pesos, according to what the Profeco indicates.
On the other hand, a recent report indicates that, for Halloween, Mexicans spend between 600 and a thousand pesos just on costumes.
On the occasion of the Day of the Dead, Cerveza Victoria, in collaboration with Ogilvy México, launched the “Somos Ofrendas Vivas” campaign, providing a positive and emotional approach to the concept of death.
Without a doubt, in Mexico, one of the most deeply rooted and essential traditions is that of the Day of the Dead, a date that, for a large number of people, is a mixture of reflection, nostalgia and, at a certain point, happiness, in addition of being one of the dates in which Mexicans usually spend considerably.
To mention an example, in 2021, according to information from the National Chamber of Commerce, Services and Tourism (Canaco), just Due to the Day of the Dead festivities, an economic spill of more than 4 thousand 213 million was registered only in Mexico City, with 934 pesos being the average expense that people invest in the preparation of a traditional offering, as indicated by the Federal Consumer Protection Agency (Profeco).
Cerveza Vitoria and Ogilvy Mexico join forces in Day of the Dead campaign
Taking these data into account, it is not surprising that brands, taking advantage of the marketing seasonal, join with various campaigns in order to be placed in the preference of consumers.
And it is that, in simple words, the marketing seasonal is the activity which, in other words, segments the different special dates of the year to carry out specific marketing actions and achieve more impact on the audience.
An example of the activations that are being carried out on the occasion of the Day of the Dead can be seen with the launch of Victoria Cempasúchil Beer, a drink inspired by the legend of the cempasúchil flower, whose creation happens after Tonatiuh, the god Aztec of the sun, turns Xóchitl into said flower and Huitzilin into a hummingbird so that both could be together after death.
Precisely, the campaign developed by the Ogilvy Mexico team is focused on one of the most essential beliefs for Mexicans: the fact that the hummingbird translates as a spiritual guide on the path of death.
“Cempasúchil: We are Living Offerings”the Cerveza Victoria campaign in collaboration with Ogilvy Mexico, is about a journey made up of three stories, which is born from the idea that we are the living memory of those who have left and that gives meaning to what we are today , because the roots planted reach the depths of us and thus, his legacy will live forever.
More specifically, each of these stories shows the long-awaited visit of all those loved ones, who, unfortunately, have had to go ahead on the road and who return driven by the birds of a small hummingbird.
It is, in short, a tribute that both Cerveza Victoria and Ogilvy México pay to one of the most recognized traditions of Mexican culture, and that, in the words of Yune Aranguren, Director of Cerveza Victoria at Grupo Modelo, has a special element after of a period like the pandemic.
“This 2022 we realized that we Mexicans want to make up for lost time after confinement due to the pandemic. We are revaluing what is really important to us, such as being close to our loved ones and giving ourselves the opportunity to live again, being aware of what we have lost, ”he mentioned.
For his part, Diego Rodríguez, CCO Ogilvy México, recognized the work carried out by the group of creatives from one of the most relevant agencies in the industry:
“We have faced a huge challenge for 4 years and that is to be able to tell different stories that resonate in the hearts of all Mexicans, rooted in their culture, their customs, but above all, inspired by the sentiment of the consumer today,” he stressed.
Undoubtedly, this season of Halloween and Day of the Dead are, both in Mexico and in other parts of the world, of great relevance for various industries, which always have the objective of getting their message to the largest number of audiences.
For Halloween, according to site data ofertia.comMexicans spend between 600 and a thousand pesos only on costumes for the festival, being one of the most important celebrations of the year.