The Murillo Twins Take Tragos š»
Tragos (the Spanish translation for ādrinksā) is a female and Latina owned business that launched in 2019 that started off as a simple card drinking game. Since then, the brand has grown to create four other card packs for different occasions varying in languages (both English and Spanish), along with expanding its brand to t-shirts, keychains, cups, and many other accessories. The original card pack was created with the intention of bonding individuals to their Latinx culture. As individuals that grew up as Latinx Americans, childhood and living experiences can be quite similar. āThe idea behind Tragos was to create a product that removes the stigma of ānot being Latino enoughā, especially for generations born outside of Latin Americaā (Tragos, 2020). When one is raised with many cultures, a loss of cultural identity can arise, but this game focuses on blurring those lines and connecting with individuals that feel the same way.
Tragosā target audience are young adults in their 20ās that enjoy getting together to have fun and drink. However, the game is broad enough to where Latinx of all generations can join in on the drinking fun. Even if one doesnāt feel comfortable with consuming alcohol, they can easily replace the drinks with nonalcoholic beverages or even food so that they donāt miss out on the fun. However, many of the Latinx individuals born in the United States often struggle with the Spanish language as it is usually not oneās first language and they are simply not confident enough to speak it. This is where Spanglish (the mix of both Spanish and English) began developing. Whatās really cool about this game is that it incorporates this Spanglish language in their cards, which makes it very user friendly to the individuals that mix both languages in their everyday life.
The perfect influencers to collaborate with Tragos are the Murillo Twins. The Murillo Twins are Mexican-American influencers who began uploading content on YouTube in 2016. Since then, the Murillo Twins have gained a combined total of over 1.5 million followers on Instagram, 945K subscribers on YouTube, and over half a million followers on TikTok. Though theyāre still in the process of growing, theyāve definitely had many major collaborations with big brands, such as Pica Pica, an online Mexican candy store, and even created their very own makeup line with Beauty Creations. The Murillo Twins are also known for uploading out and about content portraying trips and parties in their vlogs, which keeps up to the Tragosā lifestyle of the drinking game.
They also happen to be right in the middle of Tragosā target demographic as they are 26 years of age and were born in the United States to Mexican parents. The Murillo Twins have always been criticized for their lack of Latinidad along with their ābrokenā Spanish. Many individuals born in the United States to Mexican parents have this struggle, which makes it easy for this demographic to connect with the twins.
Having female individuals collaborate with Tragos is also key in staying authentic to the brand voice. Due to the fact that the game and company itself was founded by a female Colombian-Dominican-American, Carolina Acosta from Queens, New York, she would completely understand the difficulty of the lack of belongingness. The Murillo Twins seem like the perfect influencers that are representative of the brand and what they stand for, that can easily connect with many individuals that have struggled with their cultural identity.
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