Every November, Mexico bursts into color, scent, and emotion during Día de Muertos, a celebration that honors the lives of those who have passed away. Declared an Intangible Cultural Heritage of Humanity by UNESCO, this tradition is far from morbid. It’s a tribute to love, memory, and family connection values that every brand strives to evoke in its audience. For marketers, Día de Muertos is more than a cultural event: it’s a masterclass in emotional storytelling and authentic engagement. Here are the key marketing lessons we can learn from one of the most heartfelt celebrations in the world.
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In 2023, Día de Muertos generated over 41 billion pesos in economic activity in Mexico, with hotel occupancy reaching nearly 60%. This shows not only the celebration’s importance but also how deeply it resonates with people’s sense of identity. For brands, the takeaway is clear: audiences connect with messages that feel genuine. Shallow cultural references or decorative skulls without context can backfire. Instead, respect the cultural roots, collaborate with local artisans, use real stories, and highlight the meaning behind symbols like cempasúchil flowers or ofrendas. Authenticity isn’t about aesthetics; it’s about emotional truth.
Few traditions stimulate the senses like Día de Muertos. The scent of marigolds, the texture of papel picado, the taste of pan de muerto each element carries deep meaning. According to Punto y Chroma (2024), campaigns that integrate multi-sensory elements are 40% more likely to be remembered by audiences. Brands can translate this sensory richness into digital and physical experiences using colors, textures, and even music that evoke nostalgia and joy. The goal is to make audiences feel, not just see. Pro Tip: Create immersive brand visuals or social media content that trigger multiple senses, even sound or smell (think cafés, perfumes, or pop-up stores).
At its heart, Día de Muertos is about remembering loved ones and storytelling is how we keep memories alive. One of the most acclaimed examples was Doritos’ “Nunca Es Tarde Para Ser Quien Eres” (2021), where a family visits their late uncle’s spirit, embracing his true identity. The ad resonated globally for its warmth and inclusivity, becoming a viral case of emotional marketing done right. People connect with stories that reflect their own experiences, family, loss, belonging. Instead of selling a product, tell a story that mirrors universal emotions. When brands speak from the heart, audiences listen.
Great marketing honors tradition while adding a creative twist. Nike’s “Somos Familia” collection, for example, reimagined Día de Muertos with bold visuals and modern design while staying true to its cultural symbolism. Similarly, Doritos’ inclusive storytelling showed that honoring tradition doesn’t mean being conservative it means evolving respectfully. Brands that achieve this balance show cultural intelligence and emotional sensitivity. They don’t appropriate symbols they elevate them. Try this: Partner with local artists or cultural experts to co-create limited editions or digital experiences that reinterpret traditional icons.
Modern consumers don’t just want to watch, they want to participate. Día de Muertos offers perfect opportunities for experiential marketing: from public altars and parades to social media activations like #MiOfrenda or virtual memory walls. In recent years, brands such as Airbnb and Coca-Cola have organized physical and digital ofrendas, inviting users to honor someone special. These activations transform audiences from passive viewers into emotional participants. When people co-create, they also co-own the experience and that builds lasting loyalty.
While Día de Muertos is festive, it’s also deeply spiritual. Brands must handle it with care and avoid trivializing death or using it as a gimmick. Research from Marketing Science Lab (2024) highlights that cultural competence directly impacts consumer trust, particularly in Latin American markets. Respectful campaigns come from listening involving the community, validating ideas, and recognizing origins. Emotional marketing without respect feels manipulative; with respect, it feels human.
Día de Muertos teaches us that emotion is the most powerful marketing language but it must be genuine. When brands understand the meaning behind traditions, they can turn cultural insight into authentic connection. This celebration reminds us that love, memory, and belonging never die and neither does the bond between a brand and the people who truly believe in it.