Best Tecate Campaigns of All Time
Tecate is a Mexican beer that mostly exists in the category of "brands men in Tijuana drink," which is either a problem or, as their advertising team clearly decided, a superpower. They have a talent for turning machismo inside-out - using the very clichés of tough-guy culture as raw material for something genuinely funny and sharp. Their best work is a wink at the audience it's ostensibly aimed at. Browse the work below.
3 campaigns
Tecate: Welcome Back, Paisano
Tecate reframed the repatriation of Mexican workers from a social crisis into an economic opportunity by creating an employability platform that integrates returnees into its retail ecosystem, proving that the brand values its people as its greatest asset.
Tecate: Gulf of Mexico Bar
Tecate reclaimed Mexican sovereignty by opening a physical bar in the middle of the sea, forcing Google Maps to pin the name 'Gulf of Mexico' back onto digital maps after political attempts to rename the territory.
Tecate: Standing Against Domestic Violence
The campaign redefined masculinity by stating a man is defined by how he treats a woman, then denied Tecate to those who commit domestic violence, effectively weaponizing the brand's 'men's beer' image to reject abusers and promote respect.