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A Mexican history of more than 40 years has been a source of inspiration for the new campaign for Cerveza Victoria and Ogilvy.
More and more companies are in favor of the Mexican effort in their campaigns.
Cerveza Victoria and Ogilvy México created a new campaign exposing and making visible the talent of the Zapotec filmmaker Martha Colmenares.
The consumption of alcoholic beverages is an undeniable fact in today’s society, where some companies have found a way to stand out from the competition in their star product. To take into account the importance and favoritism of these products today, Statista shows in its graph on the value of sales of alcoholic beverages produced in Mexico by type of beverage that beer is positioned as the leader, registering profits of 185,375.8 million Mexican pesos, in second place is tequila with 44,637.12 million pesos and in third place other beverages distilled from agave.
This has led some beer brands to proclaim themselves as the most important in the country, since according to the Brand Finance ranking of the most valuable companies in Mexicoshows that Cerveza Corona is in first place with 5.82 billion dollars by brand value, in fourth place is Cerveza Victoria with 4.04 billion dollars and in fifth place is Cerveza Modelo with 3.37 billion dollars.
Positioning themselves in this way in the market has cost them decades of work in the past and present, where their flagship product is not the only one to which success can be attributed, but rather the joint work of points of sale, logistics, address and marketing strategies necessary to achieve an effective positioning in the mind of the consumer, a fact in which they are constantly innovating and working.
In order to continue winning the hearts of Mexicans, Ogilvy Mexico and Cerveza Victoria have chosen to launch a new campaign called “Invisible Stories”which seeks to recognize and give visibility to indigenous Mexican creativity and talent, with a series of 5 documentaries by filmmaker Martha Colmenares, a woman from the Sierra de Oaxaca who in 1980 kept a camera in her hands in order to record the uses and customs of her community and surrounding towns, becoming one of the pioneering women in indigenous cinema.
“40 years have passed, but the quality and warmth of the stories that are told remain intact. We are proud to develop an unprecedented creative idea and impact the spirit of the entire society with a very powerful message. Thousands of people will be able to enjoy 5 of the documentaries made by this incredible woman, one ahead of her time”, mentions Jessica Apellaniz, CCO of Ogilvy Latina.
Likewise, Diego Rodriguez, CCO of Ogilvy Mexico, mentions that:
In a world that seeks to be more inclusive every day and especially in the cinema, it was the perfect opportunity for Martha to tell these stories that have been invisible until today on the big screen. We hope that this action gives space to more women like Martha and hopefully one day they can all dream of competing for the highest award like the Oscar”.
The presentation of this campaign also caused the presence of Marcela Treviño, brand manager of Cerveza Victoria in Grupo Modelo, who mentions:
“For Cerveza Victoria, extolling our culture and traditions has been a fundamental pillar in everything we do. With the documentary ‘Historias Invisibles’ we seek to give visibility not only to the story of Martha, one of the pioneers of indigenous cinema, but we also want to generate an approach to all those indigenous women filmmakers whose stories are still invisible“.
https://www.youtube.com/watch?v=KXbj4vA4JCs
Global and Mexican society are witnessing a series of changes in terms of culture, where the role of women is expanding and becoming increasingly relevant in the industry, a fact where brands are doing their part by extolling this movement and strengthening it within its possibilities with different initiatives, which manage to be well received by the consumers who come across them.
An example of this is found not only with the new Victoria Beer campaignbut with Sabritas México, who sought to celebrate the International Day of Rural Women with a campaign that recognizes the work of women in the countryside under the slogan “made with the best we have: Our people”, starring different collaborators and farmers , as was the case with Aislinn Derbez.
Brands have a good opportunity to position themselves in the eyes of Mexicans if they commit to campaigns that praise work and talent in Mexico.
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