Michelob

Michelob Ultra Pure Gold partnered with a digital marketing and advertising agency to increase sales within the U.S. Hispanic market while avoiding stereotypical depictions of Latino culture. The challenge was to create an authentic and effective connection with diverse U.S. Hispanic shoppers in competitive convenience store environments through culturally relevant digital marketing strategies.

Idea

We designed a culturally rich, authentic campaign centered on bonding and shared rhythms, avoiding clichés like mariachis or tacos. This campaign was crafted by a digital marketing and advertising agency to highlight 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