Día de los Muertos, or Day of the Useless, is sort of right here. Is your model prepared for it?
Held on Nov. 1 – Nov. 2, it’s a deeply culturally vital vacation that originated in Mexico however is now acknowledged all through Latin America and past. The vacation honors deceased family members with events, parades and costumes, in line with Nationwide Geographic.
Celebrants additionally give choices on altars, or ofrendas, to the spirits of kin who’ve died to encourage them to go to once more.
PepsiCo’s Rockstar Power drink honors this vacation with its new nationwide marketing campaign, Proud Hasta Los Huesos (Proud to the Bones). The marketing campaign ushers within the upcoming Day of the Useless vacation with customized cans for Rockstar Power Drinks, Manzanita Sol, Crush and Brisk, a part of the “Proud Hasta Los Huesos” limited-edition can assortment.
Mexican illustrator and artist Joaquín Nava designed the cans for the marketing campaign, which function the picture of La Catrina, a recognizable image for Día de los Muertos.
“Proud Hasta Los Huesos honors Día de los Muertos custom and encourages the invention of a brand new era of proficient Latino creators who use artwork as a cultural expression, particularly these intrinsically preserving custom,” in line with a PepsiCo press launch.
Different design components on the cans embody:
- Signature colours surrounded by customary ofrendas (altars)
- Alebrije icons (non secular guides)
- A Xolo, or Mexican hairless canine
- Feathered serpent
- Different distinct ornamental cues like marigold flowers and papel picado (paper banners)
The Rockstar Pure Zero fruit punch can, specifically, is black, white, crimson and grey. The can is mesmerizing to the attention and a bit mysterious because the stoic, prominently positioned La Catrina beckons the observer to take a sip. La Catrina’s hollowed-out eyes seemingly additionally attracts folks in to be taught extra about otherworldly issues round Día de los Muertos.
“Each can has a tie to the Mexican group and tradition whereas recognizing the previous, per the discharge.
PR Every day sat down with Esperanza Teasdale, VP and basic supervisor, Hispanic Enterprise Unit, PepsiCo Drinks North America, to speak concerning the marketing campaign.
The viewers
Teasdale mentioned that this marketing campaign took place as a result of PepsiCo studied Hispanic celebrations and holidays.
Tapping into that information, PepsiCo developed its cans to resonate with audiences and their cultural celebrations.
“Cultural authenticity throughout all artistic touchpoints of the marketing campaign was crucial, particularly to protect the symbolism and which means behind the vacation,” Teasdale mentioned, including that partnering with Nava was an vital factor. Nava was given the liberty to carry “his creative imaginative and prescient to life by way of the wealthy cultural lens of Día de los Muertos.”
“(Nava) did a fantastic job leveraging colour for our packaging and illustration of Latino customized and nuances,” Teasdale mentioned. “He does lovely work, very creative and filled with tradition.”
The aim
Teasdale’s mentioned that PepsiCo’s Hispanic enterprise unit workforce was devoted to utilizing its staff as a cultural useful resource for the marketing campaign.
Teasdale mentioned that PepsiCo’s Hispanic Enterprise Unit is comprised of a various workforce from throughout the Hispanic diaspora, together with consultants and a multicultural insights workforce. They labored collectively to make sure the marketing campaign authentically captures the “cultural nuances of this beloved Mexican vacation,” she mentioned.
The attractive paintings attracts the attention and piques curiosity of potential patrons.
“Our cans, actually, (are) the factor folks see earlier than they make that buy,” Teasdale mentioned.
Along with driving development, PepsiCo desires to teach extra folks on what Día de los Muertos is about.
“It’s about celebrating the lifetime of those that have lived on and who’ve simply handed in lovely methods and inspiring folks to make their very own ofrendas,” Teasdale mentioned.
The bone (and coronary heart) of the matter
Teasdale mentioned that the marketing campaign slogan felt “actually sensible” and “lovely” as a result of it drives residence the essence of how folks really feel about being Latino, “Proud to the Bones.”
“There’s quite a lot of satisfaction, quite a lot of optimism, quite a lot of ardour. The entire idea captures that actually properly for a second in time that celebrates life,” Teasdale mentioned.
Rockstar Pure Zero cans can be found nationwide; Manzanita Sol and Brisk cans are situated within the western and central areas of the U.S. The Crush cans can be found in markets together with Houston, Chicago, Dallas, Los Angeles and Phoenix.
PepsiCo selected these metropolitan areas to cater to a few of the largest Hispanic, Mexican and Mexican-American populations situated there.
PepsiCo used the @RockstarEnergy Instagram web page to advertise a limited-edition Rockstar Pure Zero ceremonial field, which incorporates gadgets to placed on folks’s personal altars like cans, customized papel picada, calavera (cranium) candles and La Catrina short-term tattoos. Teasdale mentioned that Instagram was the model’s selection as it’s a “extremely visible platform the place customers go to share and be impressed by visually compelling content material.”
“With the limited-edition cans serving because the creative anchor of the Proud Hasta Los Huesos marketing campaign, we knew that Instagram was the proper place to showcase the gorgeous paintings and wealthy Mexican tradition by way of visible storytelling that may seize the eye of our socially engaged viewers,” Teasdale mentioned.
Teasdale mentioned that the largest message right here for PR and comms execs is to be genuine for the tradition they’re making an attempt to achieve.
“Assist folks have fun extra who they’re,” Teasdale mentioned.
Sherri Kolade is a author and convention producer at Ragan Communications. She enjoys watching previous movies, studying and constructing an authentically curated life. Observe her on LinkedIn. Have a fantastic PR/comms speaker in thoughts for one in all Ragan’s occasions? E-mail her at sherrik@ragan.com.
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