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Victoria: Greg El Mexican
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Although Victoria stands as Mexico's oldest beer brand, Constellation Brands recently brought Victoria to the U.S. market in 2010. Throughout this time, there had never been any advertising support for the brand. Things changed when Constellation Brands tapped the community to introduce the iconic beer brand to U.S. audiences, while leveraging the brand equity the beer holds with first-generation Hispanic consumers. The agency community set out to connect old and new Victoria consumers in a simple and relatable way by tapping the truth that Victoria has become a symbol of what it means to be a true Mexican. The agency created a national TV campaign centered around a group of Mexican friends, where one of them – Greg Smith – isn’t quite fully Mexican.
Greg Smith might not do the right ranchera moves or the right goalkeeping, but he drinks the right beer: Victoria. And that’s what in the end proves he is really as Mexican as he feels.
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