The Old El Paso Day of the Dead Campaign Marks the Holiday
Michael Hemsworth — September 28, 2019 — Marketing
References: oldelpaso & talkingretail
The Old El Paso Day of the Dead campaign has been unveiled by the brand in the UK as a way to mark the Mexican holiday and encourage consumers to partake in the traditional celebrations.
The campaign will see limited-edition packaging being rolled out as well as a TV advertisement that encourages consumers to "Make Some Noise this Day of the Dead." Consumers can also find a candy skull mask within the kit that encourages them to decorate it from home and celebrate with friends.
Senior Brand Manager Chris Doe spoke on the Old El Paso Day of the Dead campaign saying, "October is a key power period for us, with the ‘Big Night In’ and Halloween occasions bringing family and friends together to share food and have a fiesta. Thanks to the informal, social and fun-to-share nature of Mexican, Old El Paso is the perfect meal for these get-togethers. Our Day of the Dead activation, which forms part of our biggest creative campaign to date, has been designed to further boost the family fun, in turn increasing penetration for the Mexican category.”
The campaign will see limited-edition packaging being rolled out as well as a TV advertisement that encourages consumers to "Make Some Noise this Day of the Dead." Consumers can also find a candy skull mask within the kit that encourages them to decorate it from home and celebrate with friends.
Senior Brand Manager Chris Doe spoke on the Old El Paso Day of the Dead campaign saying, "October is a key power period for us, with the ‘Big Night In’ and Halloween occasions bringing family and friends together to share food and have a fiesta. Thanks to the informal, social and fun-to-share nature of Mexican, Old El Paso is the perfect meal for these get-togethers. Our Day of the Dead activation, which forms part of our biggest creative campaign to date, has been designed to further boost the family fun, in turn increasing penetration for the Mexican category.”
Trend Themes
1. Meal Kit Innovations - The Old El Paso Day of the Dead campaign showcases the potential for meal kits to incorporate festive themes and promote cultural celebrations.
2. Limited-edition Packaging - The use of limited-edition packaging in the Old El Paso Day of the Dead campaign highlights the opportunity for brands to engage consumers through collectible and seasonal designs.
3. Interactive Advertising - The TV advertisement and inclusion of a candy skull mask in the Old El Paso Day of the Dead campaign demonstrate the potential for interactive advertising to enhance consumer engagement and participation.
Industry Implications
1. Food and Beverage - The Old El Paso Day of the Dead campaign showcases a disruptive innovation opportunity for the food and beverage industry to create themed meal kits that celebrate cultural holidays.
2. Packaging - The use of limited-edition packaging in the Old El Paso Day of the Dead campaign presents a disruptive innovation opportunity for the packaging industry to collaborate with brands in creating collectible designs for seasonal promotions.
3. Advertising - The interactive elements of the Old El Paso Day of the Dead campaign highlight a disruptive innovation opportunity for the advertising industry to create immersive and participatory experiences that resonate with consumers.
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