SITUATION
In 2020, the Mexican American community was hit hard by COVID, economic strain, and a cultural moment that made visibility and recognition feel more urgent than ever. Estrella Jalisco had always been a local favourite in these communities, and we felt it was time the brand reflected its drinkers. We did not want to show up in just standalone cultural and media moments, but at the neighbourhood level.
In 2020, the Mexican American community was hit hard by COVID, economic strain, and a cultural moment that made visibility and recognition feel more urgent than ever. Estrella Jalisco had always been a local favourite in these communities, and we felt it was time the brand reflected its drinkers. We did not want to show up in just standalone cultural and media moments, but at the neighbourhood level.
TASK
Build a brand platform rooted in genuine community recognition. A real, physical commitment to the communities Estrella called home, with content following from experiences.
Build a brand platform rooted in genuine community recognition. A real, physical commitment to the communities Estrella called home, with content following from experiences.
ACTION
Built Salud Your Star around one idea: every community has people who bring colour and light to the lives around them, and they deserve to be seen. Opened community nominations on social- tag your local star, tell us how they're making an impact. Partnered with 9 Artists in Residence, aka locally rooted artists from across the country, to paint large-scale public murals in Los Angeles, San Diego, Phoenix, and El Paso, each one featuring a community-nominated Local Star. The murals were permanent, public, and community-owned. Pledged $1M by 2025 to take this to 100 communities through murals, an Artists in Residency programme, and a partnership with Beautify Earth. What started as 5-6 artist partnerships sparked a wider movement, with artists independently creating murals in the same spirit across cities.
Built Salud Your Star around one idea: every community has people who bring colour and light to the lives around them, and they deserve to be seen. Opened community nominations on social- tag your local star, tell us how they're making an impact. Partnered with 9 Artists in Residence, aka locally rooted artists from across the country, to paint large-scale public murals in Los Angeles, San Diego, Phoenix, and El Paso, each one featuring a community-nominated Local Star. The murals were permanent, public, and community-owned. Pledged $1M by 2025 to take this to 100 communities through murals, an Artists in Residency programme, and a partnership with Beautify Earth. What started as 5-6 artist partnerships sparked a wider movement, with artists independently creating murals in the same spirit across cities.
Extended the platform into the holiday season by partnering with America Ferrera to launch the Estrella Jalisco Holiday Lights Programme, giving free decorative lights and covering electric bills for families who couldn't absorb the added cost in 2020. 400 families received $100 gift cards through a social sweepstakes tied to #EstrellaLights.
RESULT
$1M community platform across 100 communities. The platform earned genuine trust within the community in a category where authenticity is paramount, and gave Estrella a unique cultural identity.
$1M community platform across 100 communities. The platform earned genuine trust within the community in a category where authenticity is paramount, and gave Estrella a unique cultural identity.
