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Cerveza Victoria is one of the most popular products on the beer market and an example of how important creativity is in the spirits category.
With a piece where he pays homage to Mexican food, the insight that food that is eaten with the help of the hands tastes better is how he presented his latest whole.
Victoria’s latest creative piece is presented a few days before the Cannes Lions Festival takes place.
Martin Raygozadirector of Victory Beertalked with Merca2.0on the occasion of the launch of his latest advertising piece, “The Chingón Taste of Our Hands”with which he updates his campaign tradition where the cool element is key in his communication with which he confessed, has entered pieces to attend this year’s Cannes Lions Festival, with part of the brand’s team.
https://www.youtube.com/watch?v=GLmY8zONVr8
Merca2.0 – What campaign are you presenting this time?
Martín Raygoza – It is “The Chingón Flavor of Our Hands” and it is a campaign that talks about the history of Victoria, with flavors that connect with the tradition and heritage of Mexico very well summarized, in fact, the theme of the campaign demonstrates it with the flavor, chingón and mestizo, which is a flavor that ties very well with the Mexican flavors, the beer pairs much better with these than a soft drink.
This campaign has to do with the way of being of Mexicans, their ingenuity, resilience; who day by day show their desire and the dialogue of how cool the Mexican is.
Mexican hands have been transforming for thousands of years, they are hands that emerged from the first civilizations and those same hands that leave us such a rich gastronomic legacy.
A very powerful insight is that the best food is the one that is eaten with the hands, it is something real and attached to our culture and that is why the campaign is called the chingón flavor in our hands.
Merca2.0 – The campaign of Victory Beer It has been successful in each of the activations it implements, and in this last one, what did they take care of to keep the brand relevant?
MR – It has to do with the creative concept, the insight in this campaign is that food tastes better when you eat it with your hands, they are campaigns that are not only superficial, if you don’t have that component you can invest in a production line and not It will connect and when we started the execution, one thing we did was work on the theme of the Mexican magical hands, with which a campaign was made that somehow had that same feeling.
With our partners Oriental Films, it was decided to make it on film and not digitally, which made the piece more real with different touches and that was the first decision that was made, another decision is that four important elements were included and a lot was played with animations with a very nice one, where Tenochtitlán is built, another alludes to Mexican muralism, another that is when an actor grabs a chili and enchilla and another recording where we see very important Mexican elements.
Another thing that makes it more genuine is that we wanted it to be real, a component that gives the piece something differentiated.
What campaigns did they sign up for? Cannes Lions and what were they?
MR – For this year we have many campaigns that actually won at IAB and for Cannes Lions we have very good opportunities like Our Land, which speaks of the capacity and flavor of Victory Beer; Cempasúchil, Day of the Dead, a very robust campaign with many things from a creative concept, a very strong cultural attention, from how we connect with technology and bring “Vickys” with Perreo Virtual, with which we began to explore the metaverse before the People will talk about this scenario.
It is an incredibly powerful festival on a creative level, these forums are beginning to be reactivated.
Victoria is part of the Mexican brands and agencies that, together with Merca2.0, will be present at the Cannes Lions festival.