Centenario Taps Fans and Fútbol Icon Memo Ochoa to Remix a National Anthem

JERSEY CITY, NJ – April 02, 2026 – In a bold fusion of marketing, music, and national pride, Centenario Tequila has announced a new campaign that hands the microphone directly to its audience. The brand, which holds the title of Official Tequila of the Mexican National Team, is partnering with legendary goalkeeper and team captain Guillermo “Memo” Ochoa to launch "Memos for Mexico." The initiative invites fans to submit voice and video recordings of themselves singing the iconic folk song "Cielito Lindo," which will be woven into a high-energy remix set to become the unofficial soundtrack for this summer's fútbol season.

The campaign calls on the Mexican team's passionate fanbase to text their renditions to a dedicated number before the April 17 deadline. The final track, produced by a yet-to-be-named surprise DJ, will debut on May 30 during the team's final U.S. send-off match, effectively transforming a traditional marketing push into a nationwide creative collaboration.

Beyond the Celebrity Endorsement

While partnering with a beloved athlete like Memo Ochoa is a classic marketing strategy, Centenario's campaign represents a calculated evolution of the model. The brand is moving beyond simple celebrity association and venturing into the powerful realm of User-Generated Content (UGC). This strategy places Centenario in the company of global brands like Coca-Cola (“Share a Coke”) and GoPro, which have successfully leveraged fan-created content to build unparalleled brand loyalty and authenticity.

Industry data consistently shows that consumers trust content from their peers far more than traditional advertising. With studies indicating that 79% of people say UGC highly impacts their purchasing decisions, the "Memos for Mexico" campaign is a savvy bet on credibility. By empowering fans to become co-creators of the anthem, the brand fosters a sense of ownership and community that a standard ad campaign could never achieve. Instead of simply telling consumers that it shares their passion, Centenario is providing a platform for that passion to be heard, seen, and celebrated on a national stage—from TV broadcast countdowns to stadium jumbotrons.

This approach taps into a core principle of modern marketing: engagement over broadcast. The act of recording and submitting a memo is a far deeper interaction than passively viewing an advertisement. It transforms spectators into participants, embedding the brand within a personal, creative experience tied to national pride.

Tapping into the Heart of Mexican Pride

The campaign's true power, however, lies not just in its digital savvy but in its deep, authentic connection to the Mexican soul. The choice of "Cielito Lindo" is profoundly significant. Composed in 1882, the song has transcended its folk origins to become Mexico's unofficial national anthem of unity and resilience. Its famous refrain, "Ay, ay, ay, ay, canta y no llores" ("Sing and don't cry"), is a cultural touchstone, spontaneously sung at sporting events, national celebrations, and moments of collective challenge or triumph.

By centering the campaign on this cherished song, Centenario aligns itself with powerful emotions of identity, heritage, and togetherness. It’s a move that goes beyond selling tequila; it’s about positioning the brand as a custodian and celebrant of Mexican culture. This is particularly crucial in the highly competitive tequila market. While Centenario's parent company, Becle, also owns the global volume leader Jose Cuervo, this campaign appears aimed at strengthening Centenario’s specific identity within the premium space. It leverages a nearly 170-year legacy and its status as "México's #1 tequila" (per Nielsen/ISCAM data) to claim a unique position as the spirit of cultura.

Combining the emotional pull of "Cielito Lindo" with the fervent passion of fútbol creates a potent cocktail of cultural resonance. For millions of fans, the Mexican National Team is a source of immense pride, and this campaign provides a new way to express that devotion.

The Power of an Icon: Memo Ochoa's Enduring Appeal

At the heart of this cultural and commercial intersection is Guillermo "Memo" Ochoa. His involvement is more than just a celebrity tie-in; it's a strategic partnership that lends immediate credibility and authenticity. As a veteran goalkeeper and team captain, Ochoa is a living symbol of the tenacity and heart of Mexican fútbol. His long and storied career has made him a national hero, respected for his leadership and iconic performances on the world's biggest stages.

His connection to the campaign feels personal and genuine. "There's nothing like hearing 'Cielito Lindo' take over a stadium, when that 'Ay, ay, ay, ay' hits, you feel it in your chest," Ochoa stated in the official announcement. This sentiment perfectly captures the feeling the campaign aims to bottle. Having previously partnered with brands like Expedia in successful campaigns that leveraged his personal story, Ochoa has proven his ability to connect with fans on a level that transcends sport.

In "Memos for Mexico," he acts as the master of ceremonies, the figurehead calling his 'team'—the fans—to action. He is not just endorsing a product; he is inviting people to join him in a collective act of pride, reinforcing the idea that the team's strength comes from its supporters.

A Fan-Fueled Anthem Takes the Stage

The logistical execution of the campaign is designed for maximum visibility and participation. Fans have until 11:59 p.m. ET on April 17 to text their video or voice memos to (760) 606-2462. The culmination of this effort will be the May 30th premiere of the remix, an event that will turn a pre-game moment into a nationwide debut.

The reach of the final product is planned to be extensive. Beyond the initial premiere, the fan-powered anthem and the faces of its contributors will be featured prominently on television broadcasts for Mexican National Team matches, across social media platforms using the #MemosForMexico hashtag, and inside stadiums. This multi-channel rollout ensures that participants not only contribute to the anthem but also see their pride reflected back to them on a massive scale.

As the summer of fútbol approaches, Centenario is betting that the sound of its brand will be the collective voice of a nation. It is a campaign that measures success not just in sales, but in participation, passion, and the shared roar of the crowd. It aims to prove that the most powerful brand story is the one its customers are willing to sing themselves.