Jose Cuervo, the tequila company, launched a Day of the Dead documentary covering the holiday in the town of Lake Pátzcuaro. The company stated that it will partner with Mexican filmmakers each year to highlight the holiday in different regions of the country.
The first documentary is five minutes in length and it was created by Mónica Álvarez and Paola Villaneuva. The documentary focuses on four individual stories about preparations for the Día De Muertos holiday. The company made the documentary available on its website, as well as on YouTube.
With Day of the Dead documentary, Jose Cuervo is highlighting the cultural importance of the holiday in an authentic way. Additionally, using the documentary medium could engage consumers in a different way than conventional advertising.
Image Credit: Jose Cuervo
What's Driving This Trend
- Day of the Dead Documentaries
- The trend of producing Day of the Dead documentaries in partnership with regional Mexican filmmakers provides an opportunity to highlight authentic cultural experiences.
- Alternative Marketing
- Using the documentary medium as a form of alternative marketing presents an opportunity for companies to engage with consumers in a different and more meaningful way than traditional advertising.
- Cultural Tourism
- Creating documentaries that highlight the cultural significance of holidays and events could lead to opportunities in the cultural tourism industry.
Who This Affects Most
- Alcoholic Beverages
- The alcohol industry, specifically tequila and other spirits, could benefit from partnering with regional filmmakers to showcase cultural experiences and traditions.
- Film Production
- The film production industry has an opportunity to expand relationships with corporate partners who wish to produce documentaries, providing an innovative approach to brand marketing.
- Travel and Tourism
- Using documentary content to showcase unique cultural experiences could leverage the travel and tourism industry, encouraging visitors to seek out and take part in similar cultural events and activities.
