Marketing Mexican History

Just as we tuck away our green shirts from St. Patrick’s Day, May arrives bringing us a new celebratory holiday. And consumers aren’t the only ones celebrating.

A minor holiday in Mexico, celebrating a victory over the French at the Battle Of Puebla, Cinco de Mayo gained popularity in the 1950’s and 1960’s because of the Good Neighbor policy, an effort to build a better relationship between The United States and Mexico, according to National Geographic.

The commercialization of Cinco de Mayo began in the 1980s. American corporations were eager to appeal to the expanding Hispanic population in the U.S. and saw Cinco de Mayo as vehicle to tap into that market. Anheuser-Busch and Miller Company created Hispanic Marketing departments and began sponsoring Cinco de Mayo celebrations.  Thanks to widespread marketing efforts, the holiday has evolved into a drinking holiday for many people. Cinco de Mayo has become to beer companies what Valentine’s Day is to greeting card and candy companies.

So enjoy the discounts at your local Mexican restaurant, especially the chips and brand salsa!