The fifth of May brings with it the thoughts of tequila, guacamole, and celebration – but why exactly? May 5th, otherwise known as Cinco De Mayo, is the celebration of the Mexican Army’s victory over the French in the 1862 Battle of Puebla. The celebration has taken on a life of its own in a country where hard lines on immigration have captured the nation’s stage since the 2016 presidential election.
Despite the political divide, brands and marketers know all to well that there is serious cash up for grabs when it comes to Cinco celebrations. While the holiday gained popularity in the 1950’s and 1960’s because of The Good Neighbor policy as an effort to build a better relationship between Mexico and America, it wasn’t until the 1980s when Anheuser-Busch and Miller Company created Hispanic Marketing departments and began sponsoring Cinco de Mayo celebrations, that Americans became patrons of the holiday.
The beer trends continue today with Droga5 and Dos Equis’ “Cinco de Mayo with more Xs” campaign, and bars, restaurants, and business across the country offering promotions in honor of the holiday. At W5 we highlighted our Hispanic Cultural Pluralism Thought Piece, as well as work with Hispanic audiences and consumers in a countdown to our “Cuatro De Mayo” cook off.
While the holiday may bring with it emotions more mixed than the drinks, we can always look forward to innovative campaigns, which is always something to cheers to.