This year, Mother’s Day will look a bit different, however Constellation Brands, creators of the Mexican beer Victoria, is making sure every mother has a Mariachi Mother’s Day. Live now on the Victoria Beer Facebook page, you can serenade your mother using the brand’s favorite Mariachi-in-training, Gregorio, who will make sure mothers enjoy their day.
With his good-natured humor and can-do attitude, Gregorio will record an original, customizable video based on the iconic mariachi song “Las Mañanitas,” to serenade mothers on their day. A Mariachi is a popular genre of Mexican music, culturally used for all special occasions and Mother’s Day is no exception.
Users will interact with a Facebook Messenger virtual assistant to request the video and personalize it by uploading a picture and inserting their mother’s name. Once they have created the video, they’ll be able to share it with their moms, family and friends.
This initiative was created in partnership with the brand’s cross-cultural creative agency, the community and Amplify.ai.
CREDITS:
CLIENT: Constellation Brands/Victoria
- Alex Schultz – Senior Marketing Director
- Yvonne McCarthy – Brand Manager
- Debbie Lee – Sr. Digital Marketing Manager
- Corey Brooks – Associate Digital Marketing Manager
AGENCY: the community
- Jose Molla and Joaquin Molla – Chief Creative Officers
- Marci Miller – VP of Client Services
- Cynthia Perez – Account Supervisor
- Maddie Fortna – Account Executive
- Ricky Vior – VP, Executive Creative Director
- Rodri Gonzalez – Associate Creative Director
- Cora Perez Fernandez – Associate Creative Director
- Julio Rangel – Senior Producer
- Monique Beaupre – Associate Producer
- Jackie Hernandez – Senior Media Strategist
- Priscila Hourihan – Senior Business Affairs Manager
MEDIA: Horizon Media
- Kyle Kotani – Sr. Digital Media Planner
- Jen Eckart – Associate Digital Director
DIGITAL AGENCY: Amplify
- Ram Moskovitz – CCO
- Stefan Mayo – Head of US Sales & Business Development
Spirable
- Steven Venegas – Senior CS Director
- Gina Santana – Creative Agency Partner
- Christina Ricciardi – Client Partner
- Eleanor Day – Partner Solutions
SOURCE: digennaro-usa.com
