Looks like the corporate push to make El Día de los Muertos (The Day of the Dead) into autumn's version of Cinco de Mayo has arrived, and it just doesn't feel that awesome to us.
This week we got the following email from an ad agency that gave us advice to what kind of drinks we should be making while remember those who are no longer with us. We really don't know who the actual market for this campaign is (Americans who are intrigued about El Día de los Muertos?), but for us, it felt wrong. Like very forced and not real at all. What do you think?
Day of the Dead Is Coming!
Will You Be Celebrating the Dead With Chocolate con Piquete, Cuervo Black or a Devil?
Every year, Mexicans celebrate and remember those loved ones who have died by building altars and bringing them traditional food and drink during Day of the Dead. On November 1, families build altars decorated with sugar skulls and marigolds, and prepare the deceased’s favorite food and drink such as chocolate, tequila, or beer among others.
This year, commemorate your ‘difuntitos’ by toasting to them with Jose Cuervo! For sweet lovers, a nice cup of 'hot chocolate con piquete' would be perfect. All you need is a steaming cup of hot chocolate and then add 1 to 2 oz. of Jose Cuervo Tradicional Reposado.
For those looking to get a little spooky, Jose Cuervo suggests toasting with a ‘Diablo.’ To create this cocktail, all you need is 1.25 oz. of Jose Cuervo Platino ™, 2 oz. of creme de cassis liqueur, 1 oz. of lemon-lime soda, 0.5 oz. blackberry pureé and a lime wedge for garnish. Combine the ingredients in a shaker, except for the soda. Serve on the rocks, top with the lemon-lime soda and garnish with blackberries or a lime wedge.
Finally, for those who are more traditional, they can toast to their loved ones with a straight shot of Cuervo Black. All you need is a shot glass and 1.5 oz. of Cuervo Black Medallion.
Jose Cuervo is a product that is made in Jalisco. I don’t think this is the same as Nabisco having some sort of Dia de los Muertos promotion. It doesn’t seem too illogical the Cuervo would want to link up to a semi-conocdo Mexican holiday. I would take note if I saw Dia de los Muerto displays and products being marketed in retail big box stores (even if it was limited to areas of high Mexican concentration). Dia de los Muertos is really a tradition that gets lost in a lot of families when immigrating since their loved ones are not often buried nearby. Still, it would be a nice thing if parents took the time to pass this down to their children to remind them of their abuelitos and tios as a way of connecting to roots, but I don’t know if parents would want to make Jose Cuervo part of that celebration
You @DignityPeace did a better explanation of some more context than the glossed-over ad copy that was sent to us. As with any campaign, if it just did a bit more homework and go deeper, it might be passable. Right now, as positioned, it feels strange and out of touch.
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