• by Larissa Faw , April 6, 2016

Multicultural agency the community is introducing the first U.S. advertising campaign for beer brand Victoria.  

Although Victoria stands as one of Mexico’s oldest beer brands, parent company Constellation Brands first brought Victoria to the U.S. market in 2010. But there hasn’t any advertising support for the brand here.  

Now, Constellation Brands wants to introduce the beer brand to U.S. audiences by leveraging the brand equity the beer holds with first-generation Hispanic consumers, who may already be familiar with it. 

The spot plays off the brand's heritage of what it means to be a “true Mexican” by featuring a group of Mexican friends, one of whom – Greg – isn’t quite fully Mexican. 

The "Greg El Mexican" TV spot shows Greg's friends telling him that he is not really Mexican because “You’re from Wisconsin and your last name is Smith.” Then, over Greg’s thick Spanish-speaking accent, a montage of scenes show Greg can’t really tolerate spicy food and can’t play soccer. However, when he takes a drink of Victoria, his friends proclaim, “Of course you’re Mexican!” 

All the spots end with the tagline, “Orgullosamente Mexicana” or “Proudly Mexican."

The campaign is running on national Hispanic broadcast and cable TV.  

The community has been working with Constellation Brands since 2009, working with Corona Extra, Corona Light, Modelo Especial and now Victoria.