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...