Tecate has launched its new ‘Mexico is in Us’ campaign, centered on the belief that whenever you feel Mexican, there is Mexico. The campaign officially introduces Tecate’s completely new brand positioning, which celebrates the maverick spirit of being unapologetically Mexican-American, and debuts the brand’s modernized visual identity.
The campaign launched with the release of a 30-second video spot 'Credentials' and will continue with a second 30-second spot, 'Emotional'. The campaign, created in partnership with Nómades, will run for 32 weeks on a mix of TV, radio, digital and social media platforms, with Spanish versions of each spot airing on Hispanic broadcast television, and Spanish and English versions running across digital, social and radio. The spots were filmed in Los Angeles, as well as in the brand’s namesake city of Tecate Baja California, Mexico.
“In the past, Tecate’s positioning has exclusively focused on masculinity. What we love about the new campaign is that it embodies a more modern and culturally relevant Mexican- American point of view,” said Belen Pamukoff, Tecate brand director. “The ‘Mexico is in Us’ campaign showcases the evolution of the brand and is inclusive of everyone and anyone who embraces the best of what Mexico has to offer.”
Director: Alfonso Gómez Rejó