In the presidential campaign of 2000, Vicente Fox had a day that became known as the martes negro, the black Tuesday. Expansión describes it as the day “cuando Fox sólo atinaba a responder con un monosílabo” (when Fox could only manage to answer with a single syllable).
According to Expansión, a marketing strategy turned the black Tuesday into a martes de la suerte, a lucky Tuesday. Within three days of campaign messages, hoy, “today,” became Fox’s campaign cry. It replaced the earlier ya, “now.”