Michelob

Michelob Ultra Pure Gold needed to increase sales within the US Hispanic market while avoiding stereotypical depictions of Latino culture. The challenge was to create an authentic and effective connection with diverse US Hispanic shoppers in competitive C-store environments.

Idea

We designed a culturally rich, authentic campaign centered on bonding and shared rhythms, avoiding clichés like mariachis or tacos. The campaign highlighted modern Latino perceptions, using relatable scenarios and the tagline “Compartimos El Mismo Ritmo” (“We share the same rhythm”), which resonated deeply within the community.

Solution

Vaquero Advertising implemented a comprehensive pilot program across 250 C-stores in Texas and California. The strategy combined creative marketing, shopper insights, and innovative executions, including:

Pop-up stands
Culturally tailored packaging and merch
A promotional video
Strategic product displays