LatinWorks tapped for work on Montejo Beer

LatinWorks has been selected to create a campaign introducing Montejo, Anheuser-Busch’s first Mexican beer to the U.S. market. The emphasis of the campaign titled “VIVA MONTEJO,” positioned Montejo as a genuine Mexican beer by highlighting cultural touchstones that are unique to the Mexican identity.  VIVA MONTEJO debuted across multiple platforms that include: outdoor, radio, social, digital media, television and experiential. The campaign, designed to attract Latin consumers, debuted in a series of markets in the following states: California, Texas, Arizona, and New Mexico.

To highlight the authenticity of Montejo, LatinWorks developed a campaign designed to capture the Mexican experience and transport it to the U.S. market.  Vochos, an affectionate moniker given to the Volkswagen Beetle in Mexico, serve as the focal point of the campaign as they are an iconic characteristic of the Mexican capital as the enduring model for taxis and are used to evoke sentiments of Mexico City.

To bring the campaign to life, LatinWorks deployed a fleet of over thirty Vochos in the target cities during Fiestas Patrias events in recognition of Mexico’s Independence Day.  Additionally, the agency produced a five-part online documentaryseries capturing an epic Vochos road trip from Tuxtepec, Mexico, where Montejo is bottled and brewed, to Los Angeles. The series captures the Vochos journey through iconic landscapes and locales that evoke Mexican pride and authenticity, the hallmark of Cerveza Montejo. Each episode captures a different experience along the way, like a stop in Guadalajara to sample a regional dish or enjoying a Montejo with new friends.

LatinWorks integrated an additional social component to the campaign designed to further the Montejo experience by inviting consumers to take photos and videos of the Vochos at events, to be shared on social media.

“This has been a wonderful journey and it’s always a pleasure when you can link a brand to an emotional hot spot like this one,” said Carlos Munoz, LatinWorks VP Group Account.  “Being able to create a campaign that connects across all channels in an impactful way is a killer experience for an agency.”

“This is a historic launch for Anheuser-Busch,” said Ryan Garcia, VP Commercial and Regional, Anheuser-Busch. “LatinWorks has developed unique creative that utilizes the most authentic icons from Mexico to communicate quality and heritage in a bottle. The results at this point have been breakthrough. Could not be more pleased with the current campaign and they really hit it out of the park with this one.”