Finca las Moras “Por más anécdotas”
“For More Stories” is the campaign through which Finca Las Moras wine in Mexico renewed its image to connect with a new generation—one that lives without protocols, values authenticity, and knows that every moment can become a story.
Through a digital-first strategy — with native content, creator-led shootings, brand collaborations and influencer actions — we built an organic community around a wine that breaks the rules. And we did it while respecting the strict Cofepris regulations on alcohol advertising in Mexico, turning a challenge into an opportunity for smarter, more creative communication.
Platform: META
Problem
Wine is often seen as formal, distant, and full of rules — disconnected from a younger audience that seeks authenticity and everyday experiences.
Goal
Position Finca Las Moras as the wine that breaks the rules, enjoyed on your own terms, accompanying real moments that are worth sharing.
Insight
Our consumers don’t wait for a “special occasion.” They create anecdotes every day, and wine can naturally be part of those stories.
Solution
The campaign “Por más anécdotas” brought the brand closer to its audience through a dynamic digital ecosystem:
Content pillars:
Por más anécdotas: real stories that become memories.
Cómo, cuándo…: trends, memes, and conversational posts.
Tu vino, tus reglas: approachable pairing and mixology tips.
Shooting with talent skilled in acting and content creation, creating native social media content.
Interactive campaigns, brand partnerships, and influencer collaborations to amplify reach.
Shooting Q1
Tinto Dulce spills the tea on the date.
Talent shares the story of turning the apartment into a wine getaway.
POV: How I became a meme.
RESULTS
(Jan–Aug 2025)
Facebook: 9,198 new followers, +28K interactions, 7.2M impressions.
Instagram: 3,866 new followers, +29K interactions, 5.4M impressions.
Total: over 10M people reached and 16M impressions.
In a world of classic labels, we chose to speak differently.
We built community, became part of native social conversations, and connected with a generation that chooses authenticity.
At Finca Las Moras Mexico, every action is an opportunity to grow.
And this is just the beginning.