Licensing
Cerveza Victoria /
La muerte CALAdeVERAS
La Muerte CALAdeVERAS is a personal project of Javier Henriquez Lara.
It was adopted by Victoria to build the brand’s most memorable Day of the Dead campaign.
The personality of this collection of illustrations turned out to be perfect for the campaign, because of its association with Mexicanness and its association to the POPular: a character completely in line with Cerveza Victoria’s brand strategy, values and Mexican identity.
