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In Mexico, the Day of the Dead is one of the great times of the year.
In 2021, an economic spill of 4 million 213 thousand pesos was estimated in CDMX for the Day of the Dead.
On that date, higher sales of food, flower shops, costumes, makeup, alcoholic beverages, lodging, canteens and more are recorded.
Every year, on the specialist and traditional dates, brands regardless of the item, come together in a collaboration with the sole purpose of bringing consumers a new product or service. This is the case this year. Cerveza Victoria and the sports shoe firm Panam announced their new collection inspired by the Day of the Dead, making their marketing seasonal.
Without a doubt, marketing is a whole universe of possibilities, especially if we focus only on processes and actions that fulfill their purpose. Given this, in this type of strategy there is seasonal marketing, which is the activity in this item that segments the different special dates of the year to carry out specific marketing actions and achieve more impact on consumers.
Given this, brands take into account dates such as Mother’s Day, Christmas, Black Friday/Good End, Day of the Dead, Halloween, among other interesting events to optimize corporate income.
And much of that is due to the fact that the search and demand for a large number of products and services vary according to the time of year.
For example, in Mexico we are getting closer to November 2, Day of the Dead, which is why it is already estimated how much the spill will be for sales concepts on that day. Last year, the National Chamber of Commerce, Services and Tourism of Mexico City (CANACO) said that an economic spill of 4 million 213 thousand pesos was registered in the capital of the country due to the sale of food, flower shops, costumes, makeup, alcoholic beverages, lodging and canteens, among others.
This is the Victoria and Panama Day of the Dead collection
As a new initiative in showing the traditional date of Mexico, Cerveza Victoria joined with Panam, to create an exclusive collection for Day of the Dead.
Through a press release, the brands presented the Victoria x Panam collaboration, which is a series of sneakers with a production limited to a thousand pieces per model, inspired by the cempasuchil flower.
The shoes have a creative design, whose illustrations were made by the Mexican artist Rebost and allude to the Day of the Dead, its colors, the elements that adorn the altars and that have a great meaning and a reason for being in this tradition, such as said flower.
Also, as a way to take advantage of seasonal marketing, this new project invites you to be part of the new Cerveza Victoria campaign: Living Offerings so that at every step you remember the loved ones who accompany us on this day of the dead from the memory that our memory offers.
This collaboration consists of two models that are sneakers or boots, which will be available for a limited time and consumers will be able to purchase them in the Panam boutiques in Mexico City, as well as in their online store from October 20.
“This season is the perfect time to continue extolling our traditions, but above all, to celebrate and remember the lives of those who are no longer with us, for this reason and as for a decade, Cerveza Victoria will continue to carry out different activities that remind us of that we are living offerings”, reads the text.
As is normal for these dates, these two brands join others, such as the sportswear brand Vans, which last week also launched its collection for Day of the Dead, and recently Nike, also presented its sneakers inspired by the date traditional mexican.
And so, as with this campaign, brands can take advantage of seasonality to maximize the potential of moments of high demand such as seasons of the year and important dates to also increase their sales and visibility with a new creative product for their consumers.
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