Proximo Spirits has launched a US marketing campaign for its Gran Centenario brand.
Rolled out in time for the Cinco de Mayo celebrations next week, the ‘Don’t Be A Gringo’ push is the brand’s “first-ever US multi-channel campaign” and features Mexican content creators Shiadanni and Abelardo Campuzano. The activation, which includes a 30-second spot (below), will launch across social media, digital and TV platforms as well as through in-person events and virtual experiences, “encouraging consumers to abandon their Gringo tendencies”.
Financial details were not disclosed by the brand’s owner.
“This campaign playfully invites everyone to move past superficial appreciation and shares how to authentically embrace the time-honoured traditions, foods, drinks and rich culture that embody the spirit of México,” Proximo said.
Twelve months ago, the group secured ‘official tequila partner’ status for Gran Centenario with the Confederación Sudamericana de Fútbol (Conmebol). Earlier today, the company, which also oversees the Jose Cuervo brand, booked a near-7% decline in sales from the three months to the end of March.
