With the ambition to be the most desirable beer in Mexico, Tecate engaged Elmwood to revitalize its brand for a younger, more progressive generation without alienating its existing consumer base.
The Tension
Historically a leading beer in the more traditional regions of northern Mexico, Tecate wanted to extend its popularity to the entire country, including a younger, more progressive generation of men in Mexico City. The new audience was eager to see the time-honored brand evolve, shedding the hackneyed male stereotypes and machismo storylines that once defined its identity.