The campaign, created by 11:11, uses good humor to explain the culture that permeates the traditional Mexican festival
Mexico is preparing for the Da de los Muertos celebrations, celebrated on November 2nd, and Jose Cuervo took advantage of the moment to announce an action, introducing the new owner of its social networks: the skull girl “La Catrina” .
In Brazil, the festivities begin this week with the debut of the “Quem Vivo Semper Apare” campaign, created by 11:11, which features a narrative led by the influencer “La Catrina”, who takes over Jose Cuervo’s social networks.
Using good humor, the brand’s strategy includes a series of posts, videos and interactions in which the influencer talks about the culture around the party and her character, in addition to sharing drink recipes with Jose Cuervo and the brand’s activations. .
“For Da de los Muertos to become as big a party in Brazil as Halloween, we needed help from beyond. And it came to remind those who live that we have another great date to celebrate”, said Marcelo Siqueira, partner and coCCO at 11:11.
The public will also be able to assume the aesthetics of Catrinas or Calaveras through a filter available on the brand’s Instagram and, on Spotify, they will be able to access the playlist created for the action, entitled “Shacoalhe o skeleton”.
On the shelves, the commemorative editions of Jose Cuervo Silver and Jose Cuervo Gold arrive at the country’s main points of sale, with bottles signed by the Mexican artist POGO.
“Da de los Muertos is a national symbol like our Carnival. A lively and colorful Mexican party that honors ancestors and celebrates life. People wear costumes and makeup like the famous Catrinas and Calaveras, serve typical foods and, of course, Jose tequila Cuervo, in drinks or shots, in honor of loved ones”, added Leandra Cappelli, manager of Jose Cuervo in Brazil.
