Gran Centenario Tequila is calling time on cultural stereotypes with its bold new U.S. campaign, “Don’t Be A Gringo.” Launching on April 29, just ahead of Cinco de Mayo, the campaign, executed by Gran Centenario media agency Havas Media, playfully invites Americans to put aside their caricatured celebrations—think sombreros, donkey piñatas, and hard-shell tacos—and instead engage with the real México. Featuring Mexican creators Shiadanni and Abelardo Campuzano and Latina SNL Director Adriana Cruz, the initiative spans social media, television, online platforms, and in-person activations.
Breaking Down the Gringo Stereotype
While Mexican culture is deeply cherished in the U.S.—with Spanish as the second-most spoken language and tequila sales booming—many Cinco de Mayo celebrations fall into the trap of oversimplified, cliché expressions of appreciation. “Being a Gringo,” in the context of this campaign, isn’t about nationality or ethnicity; it’s about misinformed behaviors. Mispronounced dishes, misconceptions about the holiday, and uninspired tequila choices are all signs of “Gringo” behavior. Gran Centenario tequila seeks to shift this narrative by spotlighting how to engage with Mexican culture more meaningfully and respectfully.
“Gran Centenario is rooted in Mexican culture. That’s why we’re launching ’Don’t Be A Gringo’ and inviting everyone to toss out their Gringo tequila and embrace the real deal,” said Lander Otegui, EVP of Marketing and Innovation, Proximo Spirits. “This isn’t just about what’s in your glass – it’s about celebrating the true essence of México. So, grab a glass of Gran Centenario, say adiós to Gringo habits, and celebrate the way we do in México—with authenticity, pride, and of course, the tequila México drinks!”
Gran Centenario Tequila“Un-Gringo Your Cinco”
To take the message beyond the screen and into the streets, Gran Centenario will host “Rápido Gringo Tests” on May 3 in New York City and Chicago. These pop-up experiences challenge attendees to prove how well they truly know Mexican culture—through language, food, and cultural trivia. Events will take place at:
– Stone Street, NYC: From 12 p.m. to 10 p.m. at the Official Cinco de Mayo tent.
– River North, Chicago: From 5 p.m. to 9 p.m., near North La Salle Drive and West Kinzie Street.
Raise a Glass (For Just One Peso!)
Whether participants pass or fail the test, they’ll be rewarded with a Gran Centenario tequila cocktail for just one Mexican peso—roughly five U.S. cents—through an on-site rebate. Guests can sip on signature drinks like the Un-Gringo’d Margarita or Paloma and enter to win exciting prizes including a trip to México, a year’s supply of tequila, VIP fútbol tickets, and more.
For those unable to attend in person, Gran Centenario has launched an online version of the “Rápido Gringo Test” at grancentenario.com/dont-be-a-gringo, where users can claim a $5 rebate and learn more about the campaign.
The campaign is just getting started. “Don’t Be A Gringo” will continue into 2025, offering more unexpected and interactive ways to engage with Mexican culture and tequila.
Because embracing México isn’t just for Cinco de Mayo—it’s a year-round celebration.
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