Every November 1st and 2nd, families across Latin America and beyond gather to celebrate Día de Muertos, a tradition that honors those who have passed on but continue to live in our hearts.
It’s a celebration of memory, love, and connection. Homes are filled with altares adorned with candles, flores de cempasúchil, photographs, and the favorite foods and drinks of those being remembered.
What makes Día de Muertos even more special is how far its reach has grown. According to the World Population Review, more than 12 countries celebrated the holiday this year—from Mexico and the U.S. to the Philippines—showing how this Mexican tradition has touched hearts around the globe.
And one brand that continues to honor it beautifully is Cerveza Victoria.
The Story Behind the Campaign
Cerveza Victoria’s Día de Muertos short-film is a love letter to Mexican culture.
Guided by the legend of the Xoloitzcuintle (the dog believed to guide souls to the afterlife), the animated short tells the story of a stray xolo and a shopkeeper who share a lifetime of friendship. Even after death, their bond remains unbroken, a reminder that love always finds its way home.
The video’s hand-painted animation, emotional storytelling, and minimal dialogue create a stunning emotional experience. Every brushstroke feels intentional, every sound familiar. The viewer isn’t just watching a story: they’re feeling it.
Cerveza Victoria is positioned throughout the short as a product that feels familiar, part of the narrative. The product is not placed obnoxiously, rather it accompanies the narrative.
That’s cultural marketing done right.
Why This Campaign Works
Instead of leaning on stereotypes or clichés, Victoria celebrates Mexican identity through authenticity. The film’s visuals were hand-painted by Mexican artists, capturing not only the aesthetic of Día de Muertos but the emotion behind it.
Every element (the music, the art, the silence) feels intentional. It respects tradition while connecting with multiple generations, showing that the most powerful stories don’t need loud slogans or quick cuts. They need heart.
The Psychology of Storytelling and Connection
Research backs this up. According to the systematic review by Júnior et al. (2023) in Psychology & Marketing, storytelling is one of the most effective ways to drive consumer behavior. When audiences feel emotionally engaged, their attention deepens, their empathy grows, and their connection to the brand strengthens.
A good story, especially one that reflects shared values and emotions, doesn’t just sell, but it builds community. It creates call “brand love”, a deep emotional bond that turns audiences into advocates.
And that’s exactly what Cerveza Victoria achieved: a story so universal, it resonated far beyond borders.
What Brands Can Learn
Cultural marketing isn’t just about featuring heritage, it’s about understanding it.
Cerveza Victoria’s Día de Muertos campaign reminds us that the most successful brands:
- Collaborate authentically with cultural creators.
- Highlight artistry, not just aesthetics (hand-painted, locally inspired design).
- Tell stories that evoke emotion
- Honor the people and traditions that inspire the message.
So the next time you set out to design a culturally inspired campaign, don’t just look at the symbols. Dive deeper. Be respectful. Be creative. And most importantly, be real.
At Vaquero Advertising, we believe culture is more than a theme, it’s a heartbeat. As a proud Hispanic agency, we help brands craft stories that connect with emotion, purpose, and authenticity.