• by Larissa Faw , October 26, 2020

Cerveza Victoria is celebrating this year’s Dia de Los Muertos (Day Of The Dead) holiday (Nov. 1-2) with an augmented reality activation designed to ignite social media buzz.

The campaign, developed with Upshot, introduces three limited-edition custom bottle labels designed by Mexican artist Tavo Montañez. Customers then scan a QR code located on the bottle to activate an AR experience with each of the three designs featuring a different mirage.

Consumers are encouraged to share the experience on social using the hashtag #LoMejorDeDosMundos (TheBestOfBothWorlds).

To further encourage conversation and engagement around the holiday, the brand will also feature social content on Facebook and Instagram that teases the limited-edition packaging series.