Beer Victory has chosen to celebrate mariachi day by giving a chance for users to win a serenade.
The mariachi It’s one of the most characteristic characters of Mexico at a national and international level, where they have even served for some well-known films to base their themes for their Hollywood movies, such as Zorro, Coco, The mariachi and else. These characteristic musicians are distinguished by providing their services and providing serenade outside of Mexican homes; However, with the arrival of the pandemic, they were not exalted from receiving their due impact on their economy.
Despite this, renowned musicians continue to represent an important part of Mexican culture, so this profession will not go away for a long time. According to the National Institute of Statistics and Geography (Inegi) there are 741 mariachi groups in the country, which generally continue to gain followers by family tradition.
The importance of mariachi in mexican culture is notorious, which is why different brands have chosen to promote this, encouraging their hiring and even using their image to carry out some marketing strategies in favor of companies, as it is. Beer Victory.
Each twenty-one from January celebrates one of the most representative musical genres of Mexico, the day of mariachi, these musicians dressed as charros with guitars, violins and trumpets, so Beer Victory has chosen to give a new reinterpretation to what it means to dedicate a serenade to commemorate this Mexican symbol.
This through a new strategy with which Beer Victory seeks that users can participate to win a serenade with a “#DedicatoriaChingona”. Through a statement, they explain that those citizens of CDMX can win this serenade to send to whomever they want through a call in https://palcos.cervezavictoria.com.mx/agegate which will be in force from January 17 to 19; Later, on Thursday, January 20, 13 of the best and most original #DedicatoriasChingonas will be selected to receive a serenade to the door of their home in the mariachi day. According to Martín Raygoza, director of Beer Victory in Model Group:
“Victoria is a brand whose purpose is to exalt Mexican traditions and this year, we wanted to do something different to generate relevance on this day where we celebrate the mariachi. Generally, when you think of taking a serenade, the first thing that comes to your mind is a couple in love, that is why today, with Beer Victory We turn it around by reinterpreting such a cool tradition, so that anyone can dedicate a serenade, not necessarily in a loving setting, but with any fun everyday reason that makes life more bearable. There is no dedication too small, they are all valid and they are all celebrated this year on Mariachi Day.
Brands with a Mexican presence seek to give back a little to the population by carrying out different strategies that enhance part of the country’s cultures and traditions, which manage to be well received by users, in addition to promoting a good image of companies towards “its origins”. ”.
We had an example of these campaigns that seek to exalt Mexico a few months ago when Sabritas promoted its campaign to honor rural women under the slogan “Made with the best we have: our people,” with which they sought to promote and empower more women participate in the agriculture of their country, as well as inspire the generation that is part of the change.
The bells that seek to exalt Mexican traditions they are well received by the population, thus extolling their origins and brand value in the mind of the consumer.
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