Let’s get one thing straight from the get-go, says Alvaro Luque, president and CEO of Avocados from Mexico. “We’re called Avocados from Mexico. And we’re not from Mexico, and we don’t sell avocados at all.” Got that? But, actually, there is a connection: They’re an American marketing company that represents Mexican avocado growers and packers, and American importers. And they came out of nowhere four years ago to make a big splash with a Super Bowl ad. Why the Super Bowl? Well, on the one hand, it’s a great way to get known, Luque says. And, “on the other hand, people go crazy over guacamole when they like to watch football.” Here, he talks with Wendy Zajack, faculty director for Georgetown’s Master's in Integrated Marketing Communications and Master's in Design Management Communications programs, about the genesis of a brilliant marketing campaign.
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