When marketing gets tough (and funny): Tecate’s beer wall

Reed Karaim

Tecate, the beer brand, effectively tapped into a major political controversy to make a clear, authentic statement about its brand values.
Few issues have divided Americans more starkly than President Donald Trump's proposal to build a wall between the United States and Mexico. And for the beer brand Tecate, the issue represented a unique chance to build its brand identity on both sides of the border. Esther Garcia, VP/Tecate US, reported that the brand decided to speak up despite the risks of joining a heated political conversation. "There are certain things that [marketers] keep on not touching, some taboos that ... because companies, especially big companies fear [a] backlash, we don't touch it," she said at Advertising Week 2017 in New...

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