La campaña Proudly mexican refleja la calidad de la cerveza, el humor y la cotidianidad de la cultura
The Community in its most recent piece for the Mexican beer Victoria, appealed to humor for the positioning of the brand in the U.S. with the campaign Proudly Mexican. Leo Prat, Creative Executive Director of the agency, explained to PRODU that the process was very simple and fun from the start.”We started by being very clear about how we wanted to position the brand and its personality. We knew we were going to take the path of humor to connect with our target and differentiate Victoria from the other brands in the Constellation Brands portfolio. We wanted to make our target proud of its culture, with a very colloquial code that truly belongs to them. Obviously with a twist and open to all the multicultural connection.”The commercial, titled {Greg the Mexican;www.produ.com/publicidad/videos/index.html?Noti=10801}, reflects the quality of the beer -that has more than 150 years of history- the humor and the ordinariness of the culture. “Beyond that rich history, our target is the one who rebuilds and nourishes it with everyday things, chats with friends, jokes and their codes” explained Prat. He added that “Victoria is an amazing brand to work with and has great potential in terms of creativity.”He mentioned that giving the brand a voice was one of the challenges they had. “Finding the balance between that Mexican side, humor, everydayness, and at the same time, continue to reflect the quality of the brand Victoria. Long live Greg Smith and friends.”
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