Campaign details
Brand: TecateBrand owner: HeinekenLead agency: NómadesCountry: MexicoIndustries: Beer & ciderMedia channels: Public relations, Social media, Television, Word of mouth, advocacyBudget: 1 - 3 million
Executive Summary
Gender violence is an extremely concerning issue in Mexican society, where two out of three women have suffered from at least one form of gender violence. To make things worse, 70% of the population consider it 'normal.'
Tecate was built using traditional masculine stereotypes, and historically recognised masculinity in a way that was sometimes singled out as macho. Aiming to become...