Behind the Media 100 Rankings: Cerveza Victoria reminded Mexicans it’s about loving who you are

Cerveza Victoria’s “Lo Chingón Está Aquí”, ranked third in the Media 100 rankings, persuaded Mexicans to reassess racial stereotypes.

Cerveza Victoria is the oldest beer brand in Mexico, but for young Mexicans old means old fashioned and outdated.

This creates our long-term brand challenge: to reshape the way that young legal drinking age adults view tradition. We can’t bang on...

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