AB InBev's Estrella Jalisco will pay someone to quit their job

Dive Brief:

Mexican beer brand Estrella Jalisco unveiled a new campaign that challenges young people, especially first-generation Mexican-Americans, to live life authentically, according to a press release.
The Anheuser-Busch InBev brand's campaign, "Vive Tu Estrella," is made up of a series of six-, 15- and 30-second advertisements in both English and Spanish. As part of the effort, Estrella is hosting a contest with a $100,000 prize, allowing the winner to quit their job and pursue their passion.
The campaign takes advantage of the "Great Resignation," while also producing organic social media content to reach a younger audience.

Dive Insight:

One byproduct of the pandemic is a phenomenon known as the "Great Resignation," which has seen Americans, especially younger generations, leave their jobs in droves. In July 2021 alone, 4 million people quit their jobs, according to the Harvard Business Review. Reasons for leaving include a desire for more flexible working arrangements, burnout and toxic workplace culture.

Estrella is hoping to associate its brand with the phenomenon through new ads and a contest. Campaign spots feature first generation Mexican-Americans asserting their own style and passion, such as an aspiring chef showing off his skills to his family, with the goal of empowering others to live out their true career goals

"At Estrella Jalisco, we want to support the bold, the authentic, and the daring within our community," Kelsey Willis, brand director of Estrella Jalisco, said in a statement.

Outside of the "Great Resignation," inspiration from the campaign comes from research that found first generation Mexican-Americans have an employment rate of 80%, making them one of the most employed groups in the U.S. However, Hispanic Americans are more likely to hold a "low skill" job, which sometimes translates to lower pay and lower job satisfaction, according to an Urban Institute report. Over half of Hispanic workers plan on quitting or changing their jobs in the next year, according to a survey cited in the press release.

As part of the campaign, Estrella Jalisco is partnering with The Hispanic Alliance for Career Enhancement, a nonprofit organization focused on the employment and career development of Latino professionals. The partnership could drum up some goodwil among consumers, who increasingly expect brands to take a stand and effect change in their communities.