2025 OmniShopper Awards: Packaging
Packaging
Campaign: Victoria “El Legado Vive”
Brand: Cerveza Victoria (Constellation Brands)
Agency/Solution Provider: Upshot
For years, the Dia de los Muertos holiday has provided a natural platform for Victoria beer to connect with Mexican-American consumers and expand distribution in the U.S.
In 2024, Victoria took on the new challenge of reviving the legend of Mexican artist and printmaker, Jose Guadalupe Posada. Limited-edition packaging featuring Posada-inspired illustrations became the focal point of the brand’s Dia de los Muertos promotion.
Posada’s iconic calavera (skeleton) images, including “La Calavera Catrina,” have become synonymous with Dia de los Muertos and influenced much of the iconography seen today.
In collaboration with The Posada Art Foundation and using AI-powered technology, Victoria developed a first-of-its-kind illustration engine that generated bold new artwork from Posada’s originals while preserving the artist’s integrity.
The authentic designs were featured in retail displays that helped the challenger brand stand out from the usual Halloween clutter. A QR code unlocked an Instagram filter featuring Posada-inspired characters, allowing consumers to “share a beer with the beyond.”
Backed by targeted Meta ads, the activation seamlessly blended tradition and technology, strengthening Victoria’s cultural connection in the U.S. with a bold retail presence.
Sell-in support for the program grew distribution by 5 points and made October the top-performing month (as opposed to typical summertime). The limited-edition packaging flew off shelves. Victoria brand velocities were up 12% in September and October, outpacing performance from March through August.
The program also resulted in a standout performance at 7-Eleven, with a staggering 113% increase in sales versus the prior year.
