GRAN CENTENARIO APPOINTS MEL AND BODEN AS AGENCIES OF RECORD TO STRENGTHEN U.S. HISPANIC ENGAGEMENT

Gran Centenario, Mexico’s leading tequila brand, has appointed MEL and BODEN Agency as its new agencies of record in the United States. The move signals a strategic push to deepen engagement with Mexican American and broader Hispanic audiences through culturally driven creative, PR, influencer partnerships and a new campaign launching ahead of the fútbol season.

Gran Centenario, widely recognised as Mexico’s number one tequila brand, has appointed culture-first creative agency MEL and communications specialist BODEN Agency as its new agencies of record in the United States, marking a strategic effort to strengthen connections with Mexican American consumers and the broader Hispanic market.

Founded in 1857 in Jalisco, Mexico, by the world’s first Maestro Tequilero, Gran Centenario has built a reputation on more than 150 years of craftsmanship and heritage. The family-owned brand has long held a cherished place among generations of Mexican tequila drinkers, and it now aims to extend that legacy to a wider audience across the U.S. while maintaining its authentic cultural roots.

Under the new arrangement, MEL will lead integrated creative responsibilities, including insights-driven strategy, campaign development and social content. The agency is headed by chief creative officer Luis Miguel Messianu, a multiple Cannes Lions winner, and supported by a team that collectively holds more than 500 major creative and strategic awards. MEL’s role will focus on bringing a culturally nuanced perspective to brand storytelling and positioning the tequila label in ways that resonate with contemporary Hispanic audiences.

Meanwhile, BODEN Agency will oversee public relations, earned media and influencer engagement, while managing community interactions and shaping the brand’s long-term communications strategy. Recently recognised as “Agency of the Year” by industry titles PR Week and AdWeek, BODEN will focus on building strong brand affinity within the Hispanic community before expanding that momentum to mainstream consumers.

The partnership launches with a major creative push timed around the summer’s football calendar, featuring a new campaign built around social-led storytelling and influencer collaborations. The initiative aims to engage fans throughout the season while celebrating the cultural pride and influence of Hispanic communities in the United States.

According to the Pew Research Center, there are approximately 68 million Hispanic adults in the U.S., making the demographic one of the fastest-growing segments in the country. Gran Centenario’s new marketing direction seeks to tap into that cultural momentum while reinforcing the brand’s deep connection to Mexican heritage.

Football remains central to the strategy. Gran Centenario currently serves as the Official Tequila of the Mexico national football team and the Leagues Cup tournament, giving the brand a strong presence among fans of the sport. However, the campaign’s ambitions stretch beyond stadiums, highlighting the wider cultural impact of Hispanic communities across food, music, sport and everyday life.

Lander Otegui, Executive Vice President of Marketing and Innovation at Proximo Spirits, said Hispanic culture has long shaped many aspects of life in the United States. He noted that Gran Centenario’s heritage as a family-owned brand rooted in traditional tequila craftsmanship makes the moment particularly fitting to deepen engagement with this audience.

Messianu described the partnership as an opportunity to celebrate a historic Mexican brand while elevating the cultural contributions and passions of its core consumer base. Natalie Boden, founder and CEO of BODEN Agency, added that the firm looked forward to applying its expertise in football culture, earned media and influencer marketing to bring new fans closer to the tequila’s story.

For Gran Centenario, the collaboration represents a pivotal stage in the brand’s evolution—one that balances the preservation of its Mexican legacy with a modern marketing approach aimed at one of the most dynamic consumer groups in the United States.