Tecate: Gender Violence

Beer brand Tecate challenged Mexico's macho notions of masculinity with a provocative TV commercial in which it took a stance against gender violence.

Campaign details

Brand: TecateAgency: NomadesCountry: Mexico

Executive Summary

Gender violence is an extremely concerning issue in Mexican society, where 2 out of 3 women have suffered from at least one form of it. To make things worse, 70% of the population consider it 'normal.'

Tecate was built on traditional masculine stereotypes, and historically recognised masculinity in a way that was sometimes singled out as macho. Aiming to become the greatest beer brand in Mexico, beyond volume only, the brand needed to be more relevant by touching consumers' hearts.

Tecate decided to face the problem the...

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