Challenge
Awareness
Summary
Day of the Dead is the biggest national holiday in Mexico. Cerveza Victoria has been synonymous with it since 2014 but its rising popularity was attracting a host of other brands. We realised 70% of Mexicans knew nothing about its origins. They didn’t know about the Aztec roots of the celebration and the idea that people went on a journey to Mictlán – the original underworld – when they die.
