Apparently, Drinking Victoria Beer Makes You Mexican (Even If You're From Wisconsin)

Campaign Aims to Introduce the Beer to U.S. Consumers

Published On
Apr 05, 2016

Editor's Pick

In its first U.S. campaign, Mexican beer brand Victoria has launched a funny series of spots featuring a guy called Greg Smith, who insists to his group of Mexican friends that he's a true Mexican.

This is despite the fact that he comes from Wisconsin, can't speak Spanish very well, has limited tolerance for spicy foods and is a pretty bad goalkeeper. However, when Greg displays the bottle of Victoria beer he's drinking, the group agrees that he's Mexican after all.

The creative work is by The Community, which was appointed by Victoria's owner Constellation Brands to introduce the beer brand (Mexico's oldest) to U.S. audiences, while leveraging the brand equity the beer holds with first-generation Hispanic consumers. Constellation brought Victoria to the U.S. market in 2010. Rodrigo Valdes of Gloria & The Maestros was the director.

Head over to Ad Age to see what Constellation Brands is up to, advertising-wise, with its other beers.


Apr 05, 2016
Brand :
Client :
Agency :
The Community
Chief Creative Officer :
Joaquin Molla
Chief Creative Officer :
Jose Molla
Executive Creative Director :
Leonardo Prat
Senior Copywriter :
Federico Daz
Senior Art Director :
Tómas Duhalde
Vice President, Integrated Production :
Laurie Malaga
Senior Producer :
Julio Rangel
Account Director :
Maryanne Dammrich
Account Executive :
Erika Rivera
Production Company :
Gloria & The Maestros
Director :
Rodrigo Valdes
Executive Producer Partner :
Eric Bonniot
Production Director :
Gerardo Salas
Executive Producer :
Ivan Lomeli
Line Producer :
Martin de la Mora
1st Assistant Director :
Paola Ortega
Director, Photography :
Emilio Valdes
Offline Editing House :
Editor :
Agustin De Vittorio
Producer :
Kurt Kirchner
Senior Vice President, Chief Marketing Officer :
Jim Sabia
Brand Manager :
Alicia May
Associate Brand Manager :
Peter Gargula

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Project Type