Estrella Jalisco is a new Mexican import as authentic as they come. Though the brand is just making its appearence in the states, Estralla originated from Jalisco, Mexico over 100 years ago. It's authentic history resonates with first and second generation hispanics living in the U.S.
The creative challenge was to create awareness in the marketplace among 2nd and 3rd generation hispanics, without alienating it's traditional target market. We set out to create content that young Mexican-Americans could not only relate to, but aspire to, as well.
With that in mind, we built two audience profiles of our targets and crafted messaging and content for each of their generational sensibilities.