Mexico is full of traditions and culture, one the most important traditions is The Day of The Death. A tradition in which we remember and honor our deceased loved ones, with parties, altars, joy, etc.

Chingón, is a word used in the popular slang to refer colloquially to everything that is extremely good, either in different situations, actions and / or behaviors.

We insert this word in the brand’s DNA, giving it a new meaning to everything. From now on all, our communication would be based on demonstrating how chingones we are as a country, and even better, as Mexicans. We took culturally important traditions as Day of the Dead and gave them a twist to call the attention of this new generation, thirsty for relevant and current content, we show them with different eyes. We didn’t stop there, all our campaigns are 100% made with national talent. With this, we seek and we can prove that "The Chingón of México is you" That's right, the best of our country is us, Mexicans

We set as a duty for ourselves to look out for a way to connect with tired youth mexicans, tired of and old Mexico, make a country reinterpeted to their lenguage, reflect the courage of showing of what makes them special as mexicans, go form old Victoria to a renovated one.

Through social listening and an extent research we found out a very acertive word that describes us, a word that has been used by everyone and reflects exactly how we are, a banned word for advertising, "Chingón: The fuking awesome; who / which is extremely good at something". This Word would make us a brand close to them, even better closer to new generations because it showed the courage and strengh to say the things just the way they need to be told, making a statement as a brand and as a mexicans. Besides all of this, we still faced a problem, in a global level, our Company did not want to use such a strong Word that could harm our reputation, Chingón is consider as a bad Word. That did not matter because we demonstrated that this word´s perception for people was totally different and just the fact

¡We quickly surpased our competitor in brand preference!

Brand power has been growing consistently for the past 3 years, and Victoria is the only beer brand in Mexico that grows brand health in double digit for three years in a row.

This has also been reflected in sales volume. Closing 2018 with a historic record of sales and the highest market share growth of the category.

Today, 80% of social conversation surrounding “Chingón” is related to Victoria and Mexicans in a positive way.

After our success, other brands, personalities, and even cities adopted Mexican culture and “Chingón”, in an effort to connect with young people.