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.”