Heineken Tecate: Redefining a Mexican Icon

This case study describes how Tecate, a Heineken-owned Mexican beer brand, increased sales and market share, closing the gap between it and the international leader, Coronita, with a bold new design.

Heineken Tecate: Redefining a Mexican Icon

Agency: Elmwood

Executive summary

Heineken wanted to reawaken and rejuvenate the Tecate brand in Mexico. It already had an impressive heritage and equity, but it was mainly with a loyal, aging consumer base.

The challenge was to grab the attention and interest of 18-25 year-olds in a changing Mexican cultural environment, while not alienating older consumers.

The answer was to redefine modern masculinity through a redesign that brought modernity and energy to the Tecate brand family.

Building on the brand's existing iconic assets, while giving them a stronger role and greater meaning, drove...

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