We brought Day of the Dead into the digital age +2.4% BRAND PREFERENCE CHALLENGE Young Mexicans were hooked on American beers. We needed to re-connect them with Cerveza Victoria, one of Mexico’s oldest brews. IDEA ‘Day of the Dead’ is part of Mexico’s heritage. But ghostfearing young people preferred American holidays, like Halloween. We’d bring the festival – and Cerveza Victoria – back to life with a series of spooky stunts. First, we broug

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