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With celebrations for Día de Muertos well underway, many have already set up their ofrendas or alters for their loved ones. In a twist on tradition, one formerly deceased figure is returning to offer gifts to the most loyal among the living: the followers of a dormant Twitter account.
Mexican beer brand Victoria is joining the Día de Muertos festivities this year by resurrecting its Twitter account after being “dead” for years. The brand aims to reconnect with those who care about it most—its long-time followers.