hijacking an inauthentic holiday to enhance an authentic one

In Mexico, Cinco de Mayo is a small, quiet holiday celebrating victory over the French at the Battle of Puebla. In America, it’s a beer ad. So, Cholula skipped Cinco de Drinko this year. And asked bar-goers to join us in celebrating a bigger, more authentic Mexican holiday just five days later: Día de las Madres.

Often referred to as “Mexican Mother’s Day,” Día de las Madres is a huge national celebration. All across Mexico, mamás wake up to serenatas performed by mariachi and share delicious breakfasts with their families. We went to bars on May 5th and quizzed partiers on why they were celebrating (none of them knew), reminded them Mother’s Day was right around the corner, educated them on the more authentic Día de las Madres, and offered anyone who would talk to us the opportunity to fly home to their mom and surprise her for Mother’s Day and Día de las Madres

All the while, we were shooting, editing and posting the whole experience on Cholula’s and our celebrity partner, Jessica Marie Garcia’s, Instagram and TikTok live and in real time.

We earned over 275,000,000 media impressions across 390 unique media placements and over 15,000,000 potential social impressions. Visitors to Cholula.com during the campaign spent an average of over 2 minutes on the site, a 52% improvement over the site average. And we sold XXX more bottles of Cholula. But most importantly, we made some moms’ days.

Featured in Ad Age, People, Yahoo, Hollywood Life, E! and many more.

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