Sidral Mundet Brings Un poco de México to the US

What: The traditional soft drink brand goes hand in hand with ( anónimo )’s creative campaign.
Why it matters: Because this marketing activation combining traditional media and digital applications seeks to link Mexicans on both sides of the border, reminding them of the importance of staying united despite situations that appear adverse, such as the construction of a border wall.

At a particularly difficult time for Mexicans, who are facing internal problems combined with a tightening US immigration policy and likely changes to their trade treaties, Sidral Mundet and the ( anónimo ) agency, led by Raul Cardós, have launched a campaign aimed at strengthening national pride.

The traditional soft drink brand ̶ produced in Mexico and exported to the United States ̶ now carries something more than the taste of home to those who’ve emigrated: it delivers messages from loved ones who’ve stayed behind in Mexican territory and for some reason cannot cross the border.

"While some brands focus their communication on protesting against the wall, we think that connecting people is much more positive, hopeful, and useful, so that's what we decided to do," explains ( anónimo )’s proposal.

We are creating an action that brings people that are here together with those over there, and in so doing reminds us that nothing is stronger than the affection between people.

To record a message, the user simply downloads the Un poco de México app, which also allows scanning Sidral Mundet bottles and watching videos.

The campaign also features a truck driving through U.S. streets shows greetings from Mexicans to the community, as each soft drink bottle carries a personalized message recorded by friends and relatives of migrants.

We are very proud of this campaign and the results it is generating, but most of all, we are proud to be able to take a little bit of Mexico to the United States and remind all that love knows no borders, let alone walls.

Fact Sheet:

Campaign: Un poco de México
Product: Sidral Mundet
Agency:   ( anónimo )
Creative team: Aldo Chávez, Ray López, Rafa Martínez, Raúl Cardós
Planning: Iván Santos
Account Supervisors: Fernanda Torres, Ale Ballesteros
Production company: Man on the Moon
Client approvals: Gerardo Sánchez Nava, Francisco Suárez, Monserrat Vilar, Lloyd Blunk, Jorge Gamboa, Daniel Alcántara, Patricia Guzmán



Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

MORE FROM PORTADA

Tinder Explores Video, Acquires Video Startup Wheel

Tinder Explores Video, Acquires Video Startup Wheel

Tinder announced an agreement to acquire Snapchat-style video startup Wheel.


¡Suscríbete a los boletines de marketing deportivo, video, marketing turístico e innovación!

Portada está expandiendo de manera significativa su cobertura en las aéreas descritas abajo. Asegúrate de obtener noticias frescas y la inteligencia que elabora el equipo editorial de Portada. ¡Por favor, tilda los tema(s) de los que quieras recibir información!


NewsWhip Raise $6.4 million from Tribal Ventures, AP and Cantor Fitzgerald

NewsWhip Raise $6.4 million from Tribal Ventures, AP and Cantor Fitzgerald

Content analytics firm NewsWhip has raised a US$6.4 million Series A funding round led by Tribal Ventures, with participation by The Associated Press, clients of Cantor Fitzgerald, The Asahi Shimbun and existing investors.Series A Funding Round Will Be Used to Develop the Company’s Data-Driven Storytelling Technology for Leading Newsrooms and Agencies.