Centenario Tequila Celebrates Mexican Pride Ahead of the World Cup
Centenario Tequila has unveiled “Todo o Nada”—Spanish for “All or Nothing”—a brand campaign celebrating Mexican pride, heritage, and the spirit of cultural commitment. The campaign, created by an all-Mexican creative team including agency MEL, launches ahead of this summer’s FIFA World Cup, capitalizing on Centenario’s role as the official tequila of the Mexican National Team.
The centerpiece is a 30-second television spot and accompanying 90-second extended version featuring Mexican goalkeeper and National Team captain Guillermo “Memo” Ochoa. The spot opens with a young man praying at a homemade altar before transitioning to Ochoa appearing on television, then celebrating with family during a soccer match.
“All or nothing—that’s who we are. Nothing halfway; everything at 100%,” a voice-over says in Spanish, capturing the campaign’s central message of total commitment and cultural pride.
An All-Mexican Creative Vision
The campaign was directed by La Sister, with composer Carlos Mier and MEL—a culture-first agency led by founder and Chief Creative Officer Luis Miguel Messianu—overseeing creative strategy. This intentional decision to center Mexican creative talent reflects the brand’s commitment to authentic cultural representation.
Lander Otegui, executive vice president of marketing and innovation at Proximo Spirits (the distributor), emphasized this authenticity: “Mexican pride has always been Centenario Tequila’s north star. It’s a spirit woven into the fabric of nuestra cultura and reflected in moments of celebration, ambition, resilience, and community across generations.”
Strategic Timing and Reach
The campaign will run across linear television, digital video, and both paid and organic social channels in the United States, targeting the estimated 68 million Hispanic adults in the country. The World Cup timing aligns with what Centenario positions as a natural moment for the brand to connect with audiences celebrating Mexican culture.
The launch builds on momentum from the previous month’s “Memos for Mexico” campaign, which invited consumers to record their own versions of the Mexican folk song “Cielito Lindo.” Centenario collected these voice memos and remixed them into a new version that debuted during Mexico’s May 30 World Cup qualifying match. That effort also featured Ochoa, establishing continuity between the two campaigns.
Market Position and Growth Opportunity
While Centenario is the top-selling tequila brand in Mexico, it ranks sixth globally by volume, according to 2024 data from IWSR Drinks Analysis. The brand trails sister companies 1800 Tequila at number three and Jose Cuervo at number one. Both 1800 and Jose Cuervo are also distributed by Proximo Spirits, placing Centenario within a larger portfolio focused on the U.S. market.
The “Todo o Nada” campaign represents Centenario’s effort to build brand visibility in the United States among Hispanic audiences and broader consumers interested in Mexican culture and heritage. By tying the brand directly to national pride and featuring the National Team’s captain, Centenario positions itself as more than a consumer product—it becomes a symbol of cultural identity and commitment.
The Campaign Message
The underlying message of the campaign—that authentic Mexican spirit means giving everything, holding nothing back—extends beyond sports metaphors. It speaks to a cultural value system that emphasizes dedication, pride, and community. By centering this cultural narrative rather than product attributes, Centenario attempts to build emotional connection with audiences.
The decision to feature Ochoa, one of Mexico’s most recognizable athletes and the captain of the National Team, amplifies this message. His status transcends sports, making him a symbol of Mexican excellence and leadership.
Building Cultural Connection
For Proximo Spirits, the “Todo o Nada” campaign represents a cultural marketing strategy rather than purely product promotion. By investing in Mexican creative talent, honoring Mexican traditions, and connecting to moments of national significance, the campaign acknowledges that authentic cultural marketing requires genuine cultural understanding and representation.
As the World Cup approaches, Centenario positions itself not as a beverage brand capitalizing on a sports moment, but as a cultural institution celebrating what it means to be Mexican. Whether this strategy translates into market share gains remains to be seen, but the campaign demonstrates how brands attempt to build loyalty by embracing cultural identity rather than merely selling products.
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