September 15 and 16 sell food, drink and gathering, and almost nothing else. Understanding what the days actually are keeps a brand from producing something that reads as a flag borrowed for a weekend.

What people actually do

They gather. At home, at a plaza, at a restaurant. There is a meal, there is drink, there is noise. The commercial categories that benefit are the ones that serve a group of people in one place, and the rest are mostly borrowing an occasion that is not theirs.

Green, white and red is not a campaign

Recolouring a logo for two days is what every brand does and it says nothing. If there is no genuine connection between the product and a gathering, the more respectable move is to stay quiet rather than to decorate.

Regional food is the strongest angle

The food of these days is specific and regional, and it varies enormously across the country. A creator cooking what their own family actually makes for the 15th produces content no national agency can write, and it travels far better than a generic version.

Alcohol advertising has rules

Spirits and beer are central to the occasion and also among the most tightly regulated categories in Mexican advertising, with restrictions on claims, on who can appear and on required warnings. Get the wording from the brand's legal team, not from the creator.

Publish before the 14th

The shopping happens in the days before. By the evening of the 15th the decisions are made, the food is bought and the audience is not watching advertising.

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Frequently asked questions

What do the days sell?

Food, drink and gathering.

Is recolouring the logo enough?

No, it says nothing at all.

What is the strongest angle?

Regional family food.

When should content publish?

Before the 14th, not on the day.