Advertiser: Cervecería Cuauhtemoc Moctezuma Heineken MéxicoAgency: NómadesCountry: Mexico
Objectives
Brief:
- Make the old fashioned and aging sport of boxing the most relevant sports asset in Mexico, and leverage it to boost Tecate equity to achieve market leadership.
Marketing objective:
- Make boxing the most relevant sport among young consumers and transform it into a strong marketing asset to drive brand penetration and equity.
Commercial objectives:
- Leverage boxing to fuel Tecate’s growth converting it into the biggest, most vibrant brand of beer in Mexico, making Corona seem small and obsolete.
Communications objectives:
- Boost brand awareness and reinforce...