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 Staff


Salesforce Research: Customer Experience Reshaping Marketers’ Mindsets

Salesforce Research: Customer Experience Reshaping Marketers’ Mindsets

Salesforce revealed its Fourth Annual State of Marketing Report, which gathers 3,500 responses from full-time marketing leaders around the world. The study's results show companies mainly compete according to customer experience, causing a shift in organizations' priorities and raising the bar for efficiency in terms of technology use.

4 Things We Learned From Expert App Marketers Like Rosetta Stone

4 Things We Learned From Expert App Marketers Like Rosetta Stone

Nowadays, apps are a big business opportunity. Marketers and data specialists need to work together to make the most of it. We talked to experts in app marketing to find out the ways in which the proliferation of apps has changed the marketing landscape in the last years.

4 Ways Airlines Can Learn from Major Retail Brands

4 Ways Airlines Can Learn from Major Retail Brands

The Airline and Retail Industries have to reinvent themselves to be profitable. Looking at how Amazon vs the Airlines build their Consumer / Brand relationships, we can see which efforts are more valuable.