Fill in the Blank

OXXO launched a striking “Fill in the Blank” campaign across Mexico in May 2025. Instead of using its logo or brand name, the campaign features incomplete, everyday phrases like “I’m going to the ____, do you want something?”, “Bring me something from ____”, or “See you at ____”, all set in OXXO’s iconic red and yellow colors. The idea: OXXO is so deeply woven into Mexican daily life that just the colors and familiar phrases are enough for people to recognize the brand instantly.

This campaign is running in major cities like Monterrey, Mexico City, Guadalajara, and Tijuana, standing out in visually crowded urban spaces. OXXO highlights its emotional connection and relevance in daily routines—a bond built over more than 45 years.

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