Centenario Tequila’s ‘Todo o Nada’ Campaign: Mexican Pride & Soccer

Centenario Tequila launches 'Todo o Nada' campaign, celebrating Mexican pride and culture, featuring goalkeeper Guillermo Ochoa and the 'Memoranda for Mexico' initiative, timed with the World Cup to engage U.S. Hispanic adults.

“Todo o Nada,” which is Spanish for, “All or Absolutely nothing,” will run in the united state throughout linear television, digital video clip and both paid and natural social channels. It was led by an all-Mexican imaginative team, including firm MEL.

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Campaign Spotlight: ‘Todo o Nada’

The campaign includes a 30-second area that begins with a young man hoping at a self-made church before reducing to goalkeeper and Mexican National Group captain Guillermo “Memorandum” Ochoa, that shows up initially on Television and then as a part of a family members party during a soccer match. Last month’s “Memoranda for Mexico” campaign motivated consumers to record a version of Mexican people song “Cielito Lindo” and share it with the brand, which will remix voice memoranda right into a track that will debut in an advertisement throughout Mexico’s May 30 match. That effort additionally saw the brand name team with Ochoa.

The campaign consists of a 30-second area that begins with a young man hoping at a home made altar prior to reducing to goalkeeper and Mexican National Group captain Guillermo “Memorandum” Ochoa, who shows up initially on television and then as a part of a household celebration during a soccer match. “All or nothing– that’s who we are. Absolutely nothing halfway; everything at 100%,” a commentary states in Spanish.

Embracing Mexican Pride & Heritage

“Mexican pride has constantly been Centenario Tequila’s north star. It’s a spirit woven into the material of nuestra cultura and mirrored in moments of event, ambition, strength, and community across generations,” claimed Lander Otegui, executive vice president of advertising and technology at Proximo Spirits, in a declaration. “‘ Todo o Nada’ is a continuation of who we have actually constantly been, a continuous commitment to the culture, the craft, and individuals that have actually made this brand what it is.”

In addition to the first of the World Mug next month, the project is timed to improve a current initiative from Centenario. Last month’s “Memoranda for Mexico” campaign urged consumers to tape a version of Mexican people track “Cielito Lindo” and share it with the brand name, which will remix voice memos into a tune that will certainly debut in an ad during Mexico’s May 30 match. That effort likewise saw the brand group with Ochoa.

Brand Origins & Global Standing

Centenario Tequila is centering its latest brand project around its Mexican origins– the brand name was established in 1857 in the Jaliscan Highlands– in a celebration of a society that values heart, commitment and satisfaction. The brand name is distributed by Proximo Spirits, a business based in Jacket City, New Jacket, which likewise disperses Jose Cuervo, Three Oliva Vodka and Kraken Black Spiced Rum.

While it is the top-selling tequila in Mexico, according to data shared by the brand name, Centenario drags various other players on a worldwide scale.Centenario is the sixth-largest tequila brand by volume globally, coming behind sibling brand names 1800 Tequila at number 3 and Jose Cuervo at primary, per a 2024 IWSR Drinks Analysis. The brand’s current advertising and marketing sees it attempting to relocate the dial by engaging the 68 million Hispanic grownups in the U.S. today.

Behind the Mexican Creative Team

That spirit was captured with management by an all-Mexican imaginative group, consisting of director La Sister, author Carlos Mier and MEL, a culture-first company led by Creator and Chief Creative Police Officer Luis Miguel Messianu. A 90-second version of the area prolongs the story.

‘ Todo o Nada’ is a continuation of who we have actually constantly been, an ongoing dedication to the culture, the craft, and the individuals who have made this brand name what it is.”