The Icnocuícatl was a poetic style that the Mexica used to say goodbye to their lifeless to seek out resignation till they discovered them once more in Mictlán.
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October 6, 2020 three min learn
Day of the Dead is approaching , one of many Latin American celebrations, particularly Mexican, most beloved of every yr. This 2020 we have now been nearer to demise because of the COVID-19 pandemic , which on three events has compelled us to say goodbye to many family members with out having the ability to say goodbye. Given this, Cerveza Victoria launched its Icnocuícatl marketing campaign, with which it rescues a Mexica poem to pay tribute to all those that left.
The Icnocuícatl was a poetic style that the Mexica used to say goodbye to their lifeless to seek out resignation till they discovered them once more in Mictlán. These verses had been transmitted orally from technology to technology by way of songs and rituals and are nonetheless utilized by the communities that also converse Nahuatl.
On this video, Cerveza Victoria exhibits a number of Mexican households in entrance of their providing on the Day of the Lifeless remembering their family members whereas listening to an emotional poem that talks about ready for the reunion, a basic perception of Mexicans.
“The Day of the Lifeless is a date with a variety of custom in Mexico through which demise is worshiped, it's a celebration of reminiscence and a ritual that places reminiscence earlier than oblivion. And that's what we're searching for at Cerveza Victoria with ‘Icnocuícatl'. In such a sophisticated yr through which we should not have the chance to say goodbye to our family members as we usually do, we wish to remind those who by embracing our traditions we will discover hope and resignation, to lastly be capable to say goodbye to those that are not there. ; that the demise that separates us right now, tomorrow will unite us once more, ”stated Yune Aranguren, director of Cerveza Victoria at Grupo Modelo in a press release.
The marketing campaign video has two variations:
Beginning October 15, it is possible for you to to create your individual digital providing on the beervictoria.com web site and select a small preloaded Icnocuícatl for your beloved. Throughout the week of Day of the Lifeless, Cerveza Victoria can have totally different surprises for its customers, amongst which there's a equipment, which they will order by Rappi, with the required parts to assemble their providing.