Tecate Beer: Gender Violence

Tecate, a beer brand, challenged Mexico's macho notions of masculinity with a provocative TV commercial in which it took a stance against gender violence.

Advertiser: HeinekenBrand: TecateAgency: NomadesCountry: Mexico

Objectives

Commercial objectives:

  • To estimulate brand's volume growth in Mexico.
  • To grow in Brand Revenue at least 10%.
  • To obtain 9M impressions on Earned Media.
  • To reach at least 20M views in social media.

Communications objectives:

Equity: Incrementar en el indicador de "Brand Preference" y de "Advertising Awareness" +0.05 pts

Brand perception: To increase the "liability" indicator. We have to be perceived as an uncommon and different kind of beer. (+1.0 pts).

Creative work

We needed a strong and brave statement, so we developed a TV spot that...

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