MEL leads Gran Centenario agency partnership
Mexican tequila brand, Gran Centenario, has appointed MEL and BODEN Agency as its agencies of record in the United States, forming an integrated partnership focused on strengthening connections with Mexican American consumers and the broader Hispanic market.
The tequila brand, founded in 1857 in Jalisco, Mexico, is family owned and built on more than 150 years of craftsmanship. The new agency structure supports Gran Centenario’s effort to expand its presence in the U.S. while maintaining its cultural and heritage roots.
Integrated agency team takes shape
Culture-focused creative agency MEL will act as lead partner within the integrated agency team. The agency will develop insights-driven strategy, creative work, and social content for the brand.
Luis Miguel Messianu, founder and chief creative officer, MEL: “We couldn’t be more excited to partner with Gran Centenario Tequila as we help enhance the resonance of the brand in the U.S. This is an amazing opportunity to celebrate the greatness of a Mexican legacy brand and elevate the presence, cultural contributions, and passion points of our core consumer group. We look forward to developing great ideas together.”
The MEL team brings extensive experience across strategy and creative disciplines, with more than 500 industry awards across its leadership group.
PR and influencer work led by BODEN
BODEN Agency will manage earned media, influencer engagement, and community management for Gran Centenario. The agency will also support the brand’s long-term communications strategy aimed at building affinity with Hispanic audiences while extending reach to broader U.S. consumers.
Natalie Boden, CEO and founder, BODEN: “We’re proud to be selected as the PR and influencer marketing agency of record for Gran Centenario Tequila. We’re excited to bring our fútbol expertise and a proven ability to drive earned media and influencer momentum to the table, drawing new fans closer to what makes Gran Centenario so exceptional.”
Campaign activity tied to fútbol season
The agency partnership launches alongside a campaign that includes creative work, social storytelling, and influencer collaborations timed around the upcoming fútbol season.
The initiative builds on Gran Centenario’s existing association with the sport, including its role as Official Tequila of the Mexican National Team and the Leagues Cup Tournament.
Lander Otegui, EVP of marketing and innovation at Proximo Spirits: “Hispanic culture has long been a unifying force in the U.S., shaping sports, food, music, and everyday life. For a brand like Gran Centenario, built on a family-owned legacy that helped set the standard for tequila craftsmanship, this is a natural moment to deepen our commitment to this market. Our new agency partners bring deep cultural expertise and creative, earned, and influencer capabilities that will help us honor the spirit of Mexico, strengthening our connection with the Hispanic community, while introducing Gran Centenario’s quality and heritage to new audiences nationwide.”
The campaign targets the 68 million Hispanic adults living in the United States, a demographic identified by the Pew Research Center as one of the country’s fastest-growing population segments.
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