Every year, as October turns into November, families across Mexico and the United States set a table for the people they love most, including the ones who are gone. They fill it with favorite dishes, marigolds, candles and papel picado. Every single item on the ofrenda has a reason to be there. It carries a story, a memory, a person.
So here’s the question worth asking before you plan your next campaign: if your brand earned a place on the ofrenda, what would it bring?
A tradition the world recognizes
Día de Muertos holds a special place in global culture. UNESCO proclaimed it a Masterpiece of the Intangible Cultural Heritage of Humanity in 2003 and inscribed it on its Representative List in 2008. As practiced by Mexico’s Indigenous communities, it commemorates the temporary return of deceased relatives and loved ones, with festivities running from the end of October into early November.
The rituals are full of intention. Families guide souls home by laying flower petals, candles and offerings along the path from the cemetery to their homes, and they place the favorite dishes of the departed around the home altar alongside flowers and handcrafts like paper cut-outs. According to UNESCO, this encounter between the living and the dead affirms the role of the individual within society.
For brands, that’s the heart of it: Día de Muertos is a celebration of love, memory and belonging.
Why this moment matters for your brand
The audience that holds this tradition closest is large and growing. The U.S. Hispanic population reached an all-time high of 70.1 million as of mid-2025, and people of Mexican heritage are the largest group, about 40 million, or 57% of all U.S. Hispanics in 2024. The U.S. Latino economy reached $4.4 trillion in GDP, which would rank as the world’s fourth largest if measured on its own.
And culture shapes how this audience chooses brands. Kantar’s US DEI Monitor found that 64% of Hispanic consumers seek out brands that acknowledge their culture and traditions, compared to 48% of the rest of the population, and 58% say their culture and heritage influence their purchasing decisions. Trust is the currency: Collage Group reports that 79% of Hispanic consumers say trusting a brand is key to their purchase decisions.
Here’s the opportunity. Mintel’s research shows Hispanic consumers generally feel seen in brand marketing, and what they’re asking for now is representation that feels personal and authentic. Real people and real stories from source cultures bring the depth that resonates. Día de Muertos, a holiday built entirely on real people and real stories, is the perfect place to deliver it.
Five offerings your brand can bring
1. Memory: The ofrenda exists to remember someone specific. Build your campaign around real stories: the grandmother’s recipe, the father’s favorite song, the tradition passed down. Invite your community to share who they’re honoring. Personal stories carry more power than any visual trend.
2. Craft: The ofrenda is handmade with care. Collaborate with Mexican and Mexican-American artists, artisans and cartoneros, credit them by name and pay them well. Their hands bring the authenticity your audience will recognize immediately.
3. Community: Día de Muertos is a shared celebration. Support local festivals, community altars and cultural organizations that keep the tradition alive. A brand that shows up for the neighborhood earns a lasting place in it.
4. Specificity: Traditions vary by region, family and generation. The way Oaxaca celebrates is different from Michoacán, and different again from East L.A. Hispanic consumers take pride in their roots, and new Pew Research data shows a majority default to a country name over any collective label. Mintel’s 2026 research adds that language fluidity, across Spanish, English and Spanglish, works as a trust signal. Honor the details, and craft your message through transcreation so it lands the way it should in every language.
5. Joy: Día de Muertos celebrates life. The colors, the music, the sweet bread, the playful calaveras all carry warmth. Let your creative reflect that spirit: vibrant, loving and full of gratitude for the people who shaped us.
A gut check before you launch
Before your Día de Muertos campaign goes live, ask your team three questions:
- Does it honor a real part of the tradition?
- Did people from the culture help create it?
- Would a family feel proud to see it on their ofrenda?
When the answer to all three is yes, you’re ready!
Día de Muertos gives brands a rare gift: the chance to stand beside families in one of their most meaningful moments. The brands that earn a place on the ofrenda bring memory, craft, community, specificity and joy.