THE “ANGEL” INITIATIVE

The Angel of Independence has graced this bottle since 1920, yet few in this country are even aware that Gran Centenario is the #1 tequila in all of Mexico.

To better introduce this spirit and claim its proper place in the category, we set out on a three-year plan to establish the brand as a key player.

Our focus was to find ways to humanize the brand’s iconic angel and her important role of originally representing freedom to all of Mexico over a century ago. Through an array of events, ranging from celebrity endorsements to altruistic efforts in support of Latino culture, we helped the brand to strategically grow in both on- and off-premise accounts, north of the border.

Viva la Mexico!

ANGELS IN THE SKY

We kicked off a nationwide initiative by searching for Latinx individuals who demonstrated direct actions that improved the well-being and quality of life for others in their community.

We paid homage to each of these selected “angels in training” in an honorary celebration covered by media outlets ranging from VH1, Extra, People and E.

ANGELS ON EARTH

Next, we expanded on the “feel good” vibe of the brand by organizing events in Latinx markets across the country that directly impacted the day-to-day life of those living there.

From restoring playgrounds, to park cleanups and the planting of gardens in vacant lots, Gran Centenario demonstrated that there is good in people, everywhere. Those volunteers who did the heavy lifting were rewarded with local events to honor their efforts and take pride in their heritage.

SPREAD YOUR WINGS

In Year 3, we turned to international street artist Kelsey Montague who is known globally for her viral angel wings murals. These newly painted renditions in key cities across the country became the impetus for a key fundraising initiative by the brand to help those impacted by the devastating Mexico City earthquake.

Just a simple pose and tag to #GCPUTSWINGSON automatically generated a donation by the brand to relief efforts. Other mural efforts such as the Art Basel art show in Miami added even more awareness and support for the cause.

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