Victoria presents its new “Day of the Dead” campaign
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The campaign will continue until November 16 and seeks to magnify this
important Mexican tradition through an emblematic design
The company designed bottle caps inspired by the “Day of the Dead” with
341 of the most popular names in the country and 62 messages to celebrate
this important tradition
MEXICO CITY November 1st, 2013. To promote Mexican traditions, Grupo Modelo
began a “Day of the Dead” campaign with the most representative icons and symbols of
the season, embodied in the bottle caps of its most traditional beer, Victoria.
Victoria, the company’s first beer brand created in 1865, is representative of the Day of the
Dead holiday, and to celebrate, the company created bottle caps with a traditional
Mexican skull, along with 341 of the most popular names in the country and a series of
messages that give sense to the festivities.
Traditional Mexican phrases related to the dead will be found in this bottlecaps which will
be on sale until November 16.
Through this campaign, Victoria magnifies Mexican cultural traditions such as offerings,
literature, the catrina, and sugar skulls with popular names, among others.
This campaign is supported by TV and radio spots, billboards and through the Facebook
page: CervezaVictoriaOficial.
This activity adds to a series of campaigns by the brand this year, among which are:
“Pretextos”, around Valentine’s Day, “Amor de Padres” for holidays in May and June,
“Solo en Mexico”, during patriotic holidays in September, and the upcoming campaign
“12 deseos” which will be launched during the end of the year and will include humorous
wishes for 2014.
Through these activities, the oldest beer of the group seeks to highlight the most important
Mexican festivities, with a design and message that shows the personality and culture of
the Mexican people through a fun and respectful way.
Grupo Modelo
Grupo Modelo, founded in 1925, is the leader in Mexico in beer production, distribution and marketing and the
seventh zone of Anheuser-Busch InBev, the leading global brewer. Grupo Modelo has a total annual installed
capacity of 61.5 million hectoliters. Currently, it brews and distributes 14 brands, including Corona Extra, the number
one Mexican beer sold in the world, Modelo Especial, Victoria, Pacífico and Negra Modelo. It exports seven brands
and is present in more than 180 countries. It is the importer of Anheuser-Busch InBev’s products in Mexico, including
Budweiser, Bud Light and O’Doul’s. It also imports the Chinese Tsingtao Brand, the Danish beer Carlsberg, and
Spanish beer Mahou Cinco Estrellas. Through a strategic alliance with Nestlé Waters, it produces and distributes in
Mexico the bottled water brands Sta. María and Nestlé Pureza Vital, among others. Grupo Modelo trades in the
Mexican Stock Exchange since 1994 with the ticker symbol GMODELOC and in 2011 it was included in its
Sustainability Index. It also quotes as an ADR under the ticker GPMCY in the OTC markets and in Latibex in Spain
as XGMD.
Media relations
Marcela Cristo (52-55) 2266-0000 ext. 51051
[email protected]
www.gmodelo.mx