The icnocuícatl was a poetic genre with which the Mexica said goodbye to their dead in order to find resignation until they found them again in Mictlán.
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This article was translated from our Spanish edition using AI technologies. Errors can occur due to this process.
The Day of the Dead is approaching, one of the Latin American celebrations, especially the Mexican, that is the most popular each year. This year 2020 we were closer to death due to the COVID-19 pandemic, which three times forced us to say goodbye to many loved ones without being able to say goodbye. Against this background Cerveza Victoria started his Icnocuícatl Campaign to save a Mexica poem to pay tribute to all who left.
The icnocuícatl was a poetic genre with which the Mexica said goodbye to their dead in order to find resignation until they found them again in Mictlán. These verses were passed down orally from generation to generation through songs and rituals and are still used by the communities that still speak Nahuatl.
In this video, Cerveza Victoria shows several Mexican families in front of their offer on the day of the Dead Remembering loved ones while listening to an emotional poem about waiting to be seen again, a basic belief of Mexicans.
“The Day of the Dead is a traditional Mexico date when death is worshiped. It is a celebration of remembrance and a ritual that puts memory before oblivion. And that is exactly what we are looking for at Cerveza Victoria with & # 39; Icnocuícatl & # 39 ;. In such a complicated year where we do not have the opportunity to say goodbye to loved ones as we usually do, we want to remind people that by adopting our traditions we can find hope and resignation around us at last to be able to say goodbye to those who are no longer there. ;; that the death that divides us today and tomorrow will reunite us, ”said Yune Aranguren, director of Cerveza Victoria at Grupo Modelo, in a statement.
The campaign video has two versions:
From October 15th you can create your own virtual offer on the beervictoria.com website and select a small pre-installed icnocuícatl for your loved ones. During the week of the Day of the Dead, Cerveza Victoria will experience various surprises for its consumers, including a kit that they can order from Rappi with the necessary elements to compose their offer.