• by Fern Siegel , 7 hours ago

Centenario Tequila has a new platform — "Todo o Nada" — rooted in Mexican pride and a passionate way of living. It's also the official tequila for the Mexican national soccer team.

The creative vision is developed by MEL and runs across linear TV, digital video, and paid and organic social channels, building on momentum for the World Cup.

"Some campaigns are milestones. A few are turning points. For me, this campaign is both, as a love letter to Mexican greatness," said agency CCO Luis Miguel Messianu.

Latin Grammy-nominated composer Carlos Mier produced an original score for the spots, here and here.

"Mexican pride has always been Centenario Tequila's north star. It's a spirit woven into the fabric of nuestra cultura and reflected in moments of celebration, ambition, resilience and community across generations," added Lander Otegui, EVP of marketing and innovation at Proximo Spirits.

The campaign dovetails with the April release of Centenario Tri-Nation Fútbol Reposado Tequila, a special-edition 100% Blue Weber agave expression. The brand was founded in 1857 and is crafted in the highlands of Jalisco.