Vinyl Media's Rolling Stone has partnered with Dentsu Queensland to host 'Cinco Sounds', an event celebrating Cinco de Mayo. The event marked the launch of McCormick's new Cholula seasonings and salsas in Woolworths, complementing the existing Cholula Mexican Hot Sauce range.

'Cinco Sounds' took place on May 5, featuring a blend of Mexican food and music. The event showcased musical performances from Triple J unearthed 2023 finalist Lotte Gallagher, Queen of Hearts, and the headline act, Client Liaison, an Australian indie-electro pop duo.

The event offered attendees a taste of Cholula Hot Sauce with unique culinary experiences, including Cholula Hot Sauce-covered oysters and signature cocktails infused with the sauce.

This event is part of a broader media campaign that spans various platforms, including social media, street art, out-of-home, programmatic audio, and display advertising. The campaign aims to introduce Australian consumers to Cholula products, which have been available in the United States for some time.

Dentsu QLD's Head of Strategy, Cam Law, said: "Cholula Mexican products stormed onto Australian supermarket shelves in February this year having been available in the US for some time. 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."

Group Partnerships Director at Vinyl Media, Marcus Allen, said: "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. Rolling Stone and Cholula Partnering together allowed us to celebrate local music, culture and support homegrown talent."