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.
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.
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