top of page
MORE LIQUOR CAMPAIGNS
When ABSOLUT VODKA wanted to reach Mexican men in the US (18-34) with a campaign spread out over all Mexican holidays in an effort to get them to drink vodka instead of their traditional tequila...
This is what I came up with:
I conjured up clever messages for each holiday that only Mexicans would recognize, followed by a call to action tag playing on the word Absolutamente (absolutely) to close on the deal.
Mexican Independence Day: The headline, "The Yell" is a recreation of the day a priest literally yelled out "Mexico is free" from the balcony of the Presidential palace, which is an integral part of the celebration. The tag, Absolutely Patriotic.
Xmas Eve: The headline, "The Better Night" is a play on "Noche Buena" which is what Mexicans call Xmas Eve. The tag, Absolutely Festive.
5 de Mayo: The headline "Take your 5 back" takes a clever stab at the Americanization of "Cinco the Mayo" and asks Mexico to "Reconquer" it from the Anglos. The tag: Absolutely your 5 de Mayo.
5 de Mayo: The headline "Take your 5 back" takes a clever stab at the Americanization of "Cinco the Mayo" and asks Mexico to "Reconquer" it from the Anglos. The tag: Absolutely your 5 de Mayo.
Day of The Dead: The headline, "Out of this World" plays into the spirituality of the celebration, as does the tag, Absolutely Divine.
Hispanic Heritage: The headline, "Proudly Mexican" salutes Mexicans during Hispanic Heritage. The tag, Absolutely Celebrating.
Award-winning Cuervo campaign: The headline, "Three Colors One Cup" refers to the Mexican team's nickname for the 3 colors in the Mexican flag, cup has 2 meanings (the trophy, the drink).
WORLD CUP CAMPAIGN: Headline plays with the Copa's double meaning: 1. The Copa Mundial (world cup trophy) and 2. Tomemos una copa (lets have a drink).
bottom of page