Mexico is a country without snow. In fact, the majority of Mexicans have never seen snow in their lives, which is why we chose Mexico's three main cities to put on our frozen parties, turning a commonplace, warm moment into a frozen one.

We had a frozen ramp of packed snow. Guests slid down after taking a shot of frozen Tradicional in a chilled shot glass, plunging into the brand experience. Through 3 parties: FROZEN HALLOWEEN (MONTERREY), FROZEN PARTY (MEXICO CITY) and ICE FACTORY (GUADALAJARA) we change the common party scheme into a fresh one.

The Frozen Traditional parties were covered by different magazines, newspapers, blogs and websites, transmitting content free of charge ($1,880,939.10 pesos were saved in free coverage) and boosting our activities by word of mouth. We brought freezing temperatures to three cities with average temperatures of 30 degrees Celsius (86 degrees Fahrenheit). We used 150 tons of snow to create the frozen experience. 6,020 guests lived this frozen experience, happy to be a part of what had become the most eagerly anticipated series of events of 2009, leaving thousands of others who would have liked to do the same.