Almost with precise foresight, Valeant Pharmaceutical's vitamin B brand Bedoyecta got ahead of AdAge and its Halloween piece on the Day of the Dead (Día de los Muertos) as a prime opportunity for marketers. While marketers may shy away from the holiday due to its scary name or lack of understanding Bedoyecta launched a Day of the Dead focused program on Halloween. For Bedoyecta, the festival presents a key differentiation to connect at a unique level of relevancy standing out from popular Halloween, fall and other pre-thanksgiving themes that make October and November a cluttered communication season.
Ironically while AdAge was publishing its story "Is Day of the Dead the Next Great American Holiday Marketing Opportunity?" and Carrasco pointed to the Mexican festival as an opportunity for brand relevancy; Bedoyecta launched its holiday season with Día de los Muertos as the kick-off of "Échale Ganas a Tus Fiestas" a holiday campaign motivating families to give their best to the holiday season. The website www.bedoyecta.com, Facebook page and YouTube channel feature creative linked to the popular Mexican holiday and invite customers to engage with a variety of branded activities and content.
Congratulations Bedoyecta and partner agency XL Alliance for stepping up with relevancy in reaching the hearts of Mexicans in the U.S.
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