Elmwood
  • Home
  • WorkA selection of our latest and greatest
  • AboutWhy we’re the most effective brand design consultancy
  • ThoughtsThoughts and musings from around Elmwood
  • CareersDo you have fire in your belly?
  • ContactHow to get in touch, and how to find us

Heineken Tecate

Redefining a Mexican icon

Iconic and beloved, Tecate rapidly rose from humble beginnings in the north of Mexico. Implicitly tied up in the notion of masculinity, the brand and its point of view had aged with its loyal consumers. Tecate needed to engage with a younger generation, and find new ways to lead the masculine conversation.

Brand GuardianshipBrand IdentityBrand StrategyPackaging
Icon_Play Created with Sketch.

The insight

Our extensive cultural immersion was rewarded with deep insight into shifting Mexican values and expressions of masculinity. It revealed an optimism, proud patriotism and desire for positive change that has the younger generation feeling energised and proud to be Mexican.

The idea

This positive cultural momentum is encapsulated in the brand’s new distinct point of view – ‘Now. Create the moment.’ We built on the brand’s existing iconic assets, while giving them a stronger role and greater meaning, and brought modernity and energy to the Tecate brand family.

The impact

+9.5%
market share increase (Original)
+18.6%
volume sales increase
+110%
growth in the US
Design Effectiveness Awards – Gold

“Elmwood’s deep insight processes, combined with genuine creativity, has resulted in the Tecate brand being taken to places we would never have imagined. They have maintained and respected the brand’s essence while delivering an identity that is fresh and powerful and will leave a mark on the brand and market for years to come.”

Franco Maria Maggi Marketing Director, Heineken Mexico

Similar projects

Heineken Bohemia

Celebrating the unique creativity and artistry in Bohemia’s most important asset – its name.

London Beer Lab

Blending fun, discovery and expertise to grow from obscure nano-brewery to micro-brewery.

Get in touch

Find out how we create the world’s most effective brand experiences.
Give us a call, drop us an email or just pop by one of our studios.

Leeds

105 Water Lane,
Leeds,
LS11 5WD

+44 (0)113 318 4500 leeds@elmwood.com

London

27 Gee Street
London,
EC1V 3RD

+44 (0)20 7637 0884 london@elmwood.com

New York

531 West 25th Street
3E, New York,
NY 10001

+1 (646) 2530520 newyork@elmwood.com

Melbourne

78 Docker Street
Richmond,
VIC 3121

+61 (0)3 9207 8100 melbourne@elmwood.com

Singapore

759A North Bridge Rd
Singapore,
198727

+65 6298 1858 singapore@elmwood.com

Framework Creative

27 Gee Street
London,
EC1V 3RD

+44 (0)20 3490 9863 london@elmwood.com
CF1B2B54-96D4-41C8-ACE0-CA2D221F0DDE
© 2018 Elmwood. All rights reserved
  • D49A45C0-E22A-488E-860A-0B4FD52DE8C6
  • facebook Created with Sketch.
  • E9DA4E5C-F3A2-4EC5-8221-9CCBEC52ADBB
  • E931031B-8A96-4D50-A6F4-37647EA4CAEA