Dentsu Queensland and Vinyl Media’s Rolling Stone have partnered to launch McCormick’s Cholula product range in Australia with a one-night event, ‘Cinco Sounds’, held on May 5 to coincide with Cinco de Mayo.
The activation, aimed at introducing a new range of Cholula seasonings and salsas now available in Woolworths, brought together Mexican cuisine and live music at Brisbane’s Hotel Mexico. The event matched musical performances with Cholula-infused dishes and cocktails, highlighting the versatility of the brand’s expanded lineup.
Performers included Triple J Unearthed 2023 finalist Lotte Gallagher and genre-blending act Queen of Hearts, with headline DJs Client Liaison closing the night while serving Cholula-covered oysters.
Cam Law, Head of Strategy at Dentsu QLD, said the campaign sought to tap into cultural authenticity: “We wanted to give Aussies a way to try these products, knowing once tasted Cholula would become their go-to Mexican brand. With the target audience inspired by authentic voices, music, arts and culture, a night bringing together these elements with excellent Mexican food was a no brainer.”
Marcus Allen, Group Partnerships Director for Vinyl Media across Victoria, Queensland and South Australia, added: “Cinco Sounds was a brilliant example of how an FMCG brand can integrate into music culture in an authentic way, whilst still paying homage to the legacy of the Mexican brand itself.”
The event forms part of a broader campaign spanning social media, street art, out-of-home, and programmatic audio and display.
Top image: Ayesha Madon.