Day of the Dead in Mexico: Marketing Campaigns That Honor Tradition

The Day of the Dead in Mexico is one of Latin America‘s most symbolic and impactful celebrations, recognized by UNESCO as an Intangible Cultural Heritage of Humanity.

This tradition takes place every year on November 2nd, when Mexicans gather to visit cemeteries, clean and decorate the graves of loved ones, and create altars filled with flowers, candles, food, and items that reflect the personalities and tastes of those who have passed.

Each ritual associated with the Day of the Dead holds deep meaning, drawing from thousands of years of history. Many Mexicans believe that on November 1st and 2nd, the spirits of the deceased return to celebrate with their families, strengthening the bond between the living and those who have left us.

Beyond being a time for remembrance, the celebration is a chance to embrace life and love, going beyond mourning. It’s a special day for families to come together, prepare traditional dishes, and share joyful memories of their loved ones.

This celebration also reflects the unique way Mexicans view death, as well as the belief that family and emotional bonds remain strong even after someone passes away.

Origins and History

The Day of the Dead has deep roots in Mesoamerican indigenous culture. It reflects the beliefs of civilizations like the Maya, Aztecs, Toltecs, and other indigenous groups, who viewed death not as an end but as a continuation of life. In these cultures, ancestors were seen as an integral part of the community even after death.

One of the most meaningful practices is setting up altars with flowers, food, and personal items of the deceased to symbolize the connection between the living and the dead. This custom dates back to pre-Hispanic rituals, where native people offered food and flowers to help guide their loved ones’ souls on their spiritual journey to Mictlán, the “place of the dead.”

Over time, with the arrival of the colonizers, the Day of the Dead transformed through a blend of indigenous and Christian traditions. This fusion created a unique celebration, preserving indigenous customs like altars and offerings while also incorporating Catholic elements, such as images of saints and sacred objects.

One of the most iconic symbols of the Day of the Dead is the “Catrina,” created by José Guadalupe Posada in the early 20th century. La Catrina represents the idea that death is a part of life’s journey, something to be celebrated rather than feared, as life and death coexist in harmony.

Additionally, this celebration aligns with the end of the corn harvest, a staple in Mexican culture and cuisine, adding another layer of meaning.

Top 4 Marketing Campaigns That Celebrate Tradition

Nike

In 2022, Nike honored the Day of the Dead in Mexico with its “Somos Familia” collection, highlighting the importance of family and tradition. The brand featured customized products like Dunk High, Air Force 1 ’07, Air Max 1, and Air Jordan 1 Zoom Comfort, incorporating symbolic elements like candles, marigolds (cempasúchil), salt, water, and pan de muerto (bread of the dead).

The collection also used earthy tones, embroidered details, and carefully selected materials that evoke the spirit of the festivity, creating a deep emotional connection. Designed to inspire a sense of unity, this collection honors the tradition of remembering those who have passed.

Doritos

Doritos’ 2022 animated ad, “Nunca Es Tarde Para Ser Quien Eres,” went viral globally, portraying an LGBTQIAPN+ couple of spirits celebrating the Day of the Dead in Mexico.

The ad features a family visiting a cemetery to offer respects to “Uncle Alberto,” who appears with his partner. The family’s reaction celebrates love, life, diversity, and respect, using the hashtag #OrgulloTodoElAño (#PrideAllYear).

The commercial was praised for its sensitive approach, portraying the Day of the Dead as a time for connection and remembrance while respectfully integrating LGBTQIAPN+ representation without undermining the cultural significance of the celebration.

Mattel

In recent years, Mattel has made waves for its focus on diversity and inclusion. For the Day of the Dead, Mattel has released special editions of its dolls since 2019 in honor of the tradition.

The 2024 doll features intricate designs that celebrate the customs and symbols of this festive period, including marigold ornaments, elaborate jewelry, and traditional face paint, capturing the essence of honoring and remembering those who have passed.

Coco

Although not a marketing campaign, “Coco” by Disney deserves a special mention. Released in 2017, this animated film beautifully and respectfully explores the Day of the Dead tradition in Mexico, highlighting Mexican values of family, tradition, and honoring ancestors.

The story follows Miguel, a young boy passionate about music, on his journey through the land of the dead in search of his heritage. The film treats the Day of the Dead with deep cultural respect, featuring iconic symbols like altars, marigold flowers, and the bridge connecting the world of the living and the dead.

Beyond its success in theaters, “Coco” won several major awards in 2018, including the Oscar, BAFTA, and Golden Globe for Best Animated Feature.

Day of the Dead and Marketing

The Day of the Dead is one of Mexico’s most meaningful celebrations, filled with symbolism that deserves to be recognized.

Incorporating this date into marketing campaigns requires sensitivity, respect, and a deep understanding of its cultural significance. Misrepresenting the Day of the Dead in Mexico can lead to disappointment or even offense, as these traditions are deeply rooted in the national identity.

This is why partnering with an experienced PR and digital marketing agency in Latin America can make all the difference for a successful campaign.