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.
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
“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.”