Brand: Victoria Beer
Agency: the community
Chief Creative Officers: Jose Molla and Joaquin Molla
VP, Executive Creative Director: Ricky Vior
Associate Creative Director: Federico Díaz
Sr. Copywriter: Daniel Gonzalez Milan
Sr. Art Director: Rodolfo Fernandez
VP of Integrated Production: Laurie Malaga
Senior Producer: Julio Rangel
Account Director: Agustina Massa
Account Supervisor: Erika Rivera
Account Coordinator: Rachel Startz
Sr. Director of Strategy: Jeff Beck
Sr. Strategist: Bernardo Guzman
Manager of Creative Services: Maru Solowoski
Production Company: Gloria // The Maestros
Director: Rodrigo Valdes
Executive Producer Partner: Eric Bonniot
Director of Photography: Daniel Fernandez Abello
Offline Editing House: The Makers Lab
Editor: Pablo Alberdi
Producer: Nadia Bowen
Color Correction/VFX: CO3
Executive Producer: Alexandra Lubrano
Colorist: Sofie Borup
Audio Mix: The Makers Lab
Producer: Nadia Bowen
Mixer/Engineer: Jeannine Guenther
Company: Constellation Brands
Brand: Victoria Beer
Sr. VP & Chief Marketing Officer: Jim Sabia
Sr. Brand Director, Marketing: Matt Escalante
Brand Manager, Marketing: Maddy Zingle
Published: March 2018
Synopsis:
Although Victoria stands as Mexico’s oldest beer brand, Constellation Brands recently brought Victoria to the U.S. in 2010 and tapped the community to introduce the iconic beer brand to U.S. audiences in 2016. In its third U.S. marketing campaign for Victoria, the community builds on the “Proudly Mexican” ethos it created for the beer brand. Beloved brand spokesperson Gregorio, the American guy who’s becoming more culturally Mexican each day, returns for a series of three spots that will run in Spanish across TV, social, digital, and radio.
The first spot, “Caguama,” opens with Gregorio’s friends requesting a Caguama (a 32-ounce beer) while they watch television. Initially, Gregorio brings them an assortment of incorrect items, such as a type of parrot called a Guacayama. Eventually, he discovers – or, rather, rediscovers – the “Vicky Caguama,” the giant, 32-ounce bottle of Victoria emerging proudly while his friends applaud the discovery.
In the second spot, “Grito,” (Scream) Gregorio works to correctly execute “El Grito” in multiple everyday situations, which his friends have taught him.
The third and final spot features Gregio struggling to succeed at “Zafo,” the famous Mexican game similar to the American “Not It!” game. As a whole, the campaign comedically highlights the value of sharing culture – and a Vicky Caguama.