2024 OmniShopper Awards: Packaging

Packaging

Campaign: Victoria Dia de los Muertos 2023 – Leyendas

Brand: Cerveza Victoria (Constellation Brands)

Agency/Solution Provider: Upshot

First generation Spanish-speaking Mexicans living in the U.S. take pride in the rich history, traditions and celebrations of the Dia de los Muertos holiday. One common ritual involves sharing the stories and legends, or leyendas, that have been passed down by each generation to the next. Tales of love, loss, life and death create regional specificity and were a perfect way for Victoria beer to celebrate with U.S. consumers without resorting to pandering or ubiquitous skull imagery.

Victoria chose four tales from cities across Mexico and created limited-edition primary and secondary packaging designs, each one illustrated with artwork that spotlighted the stories’ main characters and key narratives. Paired with all-new POS tools, the packaging leveraged QR codes to drive consumers to explore and experience the legends for themselves at a custom microsite within Victoria’s home page featuring short-form animated videos. 

These captivating and shareable videos told the stories quickly without losing dramatic flair and intrigue. Consumers were instantly drawn to the brand, eager to collect and experience each unique bottle design and leyenda. 

The results included large double-digit increases across the board. Distributors got behind the program, as their investment in Victoria retail merchandising tools was up 35% from previous year. Victoria feature and display was up 13.6% during the promotion period versus the prior year, and ultimately led to an impressive 20.7% increase in dollar sales and 28% increase in unit sales during the program’s four-week promotional window.