The ofrendas’ success on Cuervo’s owned social was amplified through paid social, featured on the streets of New York in high-traffic out-of-home displays, and spotlighted at the Día de Muertos festival in San Pedro, California.
International interpretations of Día de Muertos are changing the holiday’s expression. As Mexico’s first tequila, Jose Cuervo wanted to contribute authentically Mexican stories and iconography to the celebrations with a multi-channel campaign centered on ofrendas dedicated to four of the country’s seminal heroes.
- 43m media impressions
- 18m social media impressions
- 96% of coverage Included key messaging
