Context

Día de los Muertos is not just a holiday — it’s an explosion of emotions.
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Emotions that range from melancholy, when remembering those who are no longer here, to joy, when celebrating their lives and legacies.Día de los Muertos is a celebration that defines Mexican culture and strengthens national identity, painting a vivid mosaic where emotions are at the core.

In an increasingly digital world, emotions remain essential. Digital advertising uses data and algorithms, but its success depends directly on its ability to reach the right audience, at the right moment, in the most effective way.

Día de los Muertos reminds us that behind every number and data point, there is a story, a feeling, a human connection.

The Challenge

Victoria wanted to associate itself with Día de los Muertos to embrace Mexican culture and encourage people to enjoy the day in a family setting.The brand’s goal was to create a campaign that:

Reflected the emotions Mexicans feel on Día de los Muertos

Acted as a catalyst for the current cultural context

Allowed people to move from mourning to celebration

The Solution

Cerveza Victoria captured these emotions with the launch of its campaign:
“A Flavor to Celebrate Those Who Have Passed.”

This highly innovative action announced the introduction of a unique new beer flavor — Victoria Cempasúchil — inspired by one of the most iconic symbols of the Día de los Muertos celebration.

With the help of Generative Artificial Intelligence, Smoot interpreted the emotional context most relevant to the campaign, achieving results that exceeded expectations.
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Together, Cerveza Victoria and Smoot succeeded in reaching consumers within the most meaningful emotional context, aligned with the brand’s values, and during one of the most culturally significant moments of the year — while also respecting user privacy.

“Since our arrival in the Mexican market, Smoot has established itself as a leader in digital media buying, blending Generative AI and emotions. We are very proud to share the successes of clients like Cerveza Victoria, especially with their campaign ‘A Flavor to Celebrate Those Who Have Passed.’”
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‍— Aline Suquet, Co Founder & Country Manager at Smoot