A new campaign from the community, for Constellation Brands’ Victoria beer.
Although Victoria stands as Mexico’s oldest beer brand, Constellation Brands recently brought Victoria to the U.S. in 2010 and tapped the community to introduce the iconic beer brand to U.S. audiences in 2016. In its third U.S. marketing campaign for Victoria, the community builds on the “Proudly Mexican” ethos it created for the beer brand. Beloved brand spokesperson Gregorio, the American guy who’s becoming more culturally Mexican each day, returns for a series of three spots that will run in Spanish across TV, social, digital, and radio.
The first spot, “Caguama,” opens with Gregorio’s friends requesting a Caguama (a 32-ounce beer) while they watch television. Initially, Gregorio brings them an assortment of incorrect items, such as a type of parrot called a Guacayama. Eventually, he discovers – or, rather, rediscovers – the “Vicky Caguama,” the giant, 32-ounce bottle of Victoria emerging proudly while his friends applaud the discovery. In the second spot, “Grito,” (Scream) Gregorio works to correctly execute “El Grito” in multiple everyday situations, which his friends have taught him. The third and final spot features Gregio struggling to succeed at “Zafo,” the famous Mexican game similar to the American “Not It!” game. As a whole, the campaign comedically highlights the value of sharing culture – and a Vicky Caguama.
The spots were directed by Rodrigo Valdes from The Maestros.
