How A-B’s Estrella Jalisco Seeks to Build Sales by Changing Perception of Mexicans

This is really clever:  Mexican-Americans, the target market for Estrella Jalisco beer, were the targets of some really nasty comments on Facebook.  Type in “Mexicans are: ” and you got words like rapists, drug dealers, brutish, animals, etc.

Bad for the Mexican-American community.  And an opportunity for a clever marketer to change perceptions while boosting it’s own brand.  But how to do that?

Anheuser-Busch InBev‘s Estrella Jalisco and it’s agency teamed up with a group of Mexican-American artists who created Facebook pages, groups and external websites shared on Facebook as articles.  How when you search “Mexicans are:” you get “passionate,” “inspiring,” “hard working.”

Then it produced a video, posted on Facebook.

How does Estrella Jalisco use the campaign to build sales?  The tagline:  “If you want a less bitter world, look for the good.  If you want a less bitter beer, look for the star.” (Estrella’s symbol).

We suspect the video will go a long way to making friends with the Mexican-American community.  And friends support each other.  We suspect the video will help boost sales of Estrella Jalisco.  As the Busch family used to say, “Making friends is our business.”

 

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