Dive Brief:
- Centenario Tequila today announced a brand campaign that celebrates Mexican spirit and pride, per details shared with Marketing Dive.
- “Todo o Nada,” which is Spanish for, “All or Nothing,” will run in the U.S. across linear TV, digital video and both paid and organic social channels. It was created by an all-Mexican creative team, including agency MEL.
- In a bid to reach Hispanic audiences, the campaign nods to this summer’s World Cup, as Centenario is the official tequila of the Mexican National Team.
Dive Insight:
Centenario Tequila is centering its latest brand campaign around its Mexican roots — the brand was founded in 1857 in the Jaliscan Highlands — in a celebration of a culture that values heart, pride and commitment. The brand is distributed by Proximo Spirits, a company based in Jersey City, New Jersey, which also distributes 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, Centenario lags behind other players on a global scale. Centenario is the sixth-largest tequila brand by volume globally, coming behind sister brands 1800 Tequila at number three and Jose Cuervo at number one, per a 2024 IWSR Drinks Analysis. The brand’s recent marketing sees it attempting to move the dial by engaging the 68 million Hispanic adults in the U.S. today.
“Mexican pride has always been Centenario Tequila’s north star. It’s a spirit woven into the fabric of nuestra cultura and reflected in moments of celebration, ambition, resilience, and community across generations,” said Lander Otegui, executive vice president of marketing and innovation at Proximo Spirits, in a statement. “‘Todo o Nada’ is a continuation of who we have always been, an ongoing commitment to the culture, the craft, and the people who have made this brand what it is.”
The campaign includes a 30-second spot that begins with a young man praying at a homemade altar before cutting to goalkeeper and Mexican National Team captain Guillermo “Memo” Ochoa, who appears first on TV and then as a part of a family celebration during a soccer match. “All or nothing — that's who we are. Nothing halfway; everything at 100%,” a voice-over says in Spanish.
That spirit was captured by an all-Mexican creative team, including director La Sister, composer Carlos Mier and MEL, a culture-first agency led by Founder and Chief Creative Officer Luis Miguel Messianu. A 90-second version of the spot extends the story.
Along with the kickoff of the World Cup next month, the campaign is timed to build on a recent effort from Centenario. Last month’s “Memos for Mexico” campaign encouraged consumers to record a version of Mexican folk song “Cielito Lindo” and share it with the brand, which will remix voice memos into a song that will debut in an ad during Mexico’s May 30 match. That effort also saw the brand team with Ochoa.
