Estefania López 

Strategy Director  | Brand & Comms


Work

  1. Wells Fargo. Money Logic
  2. Carnival. Find your Fun Again
  3. Ikea. Chaos ends at home
  4. Exito. The City of Disadvantage
  5. Tecate. The Handbook for Real Men


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Not Work

Tecate →
The Handbook for Real Men


Goal. Launch Tecate’s brand positioning in Colombia as the beer for real men.
Brand Strategy. Redefine masculinity by breaking rigid macho codes and making space for individuality and fun.

Comms Strategy. Challenge inherited ideas of masculinity by confronting familiar cultural codes and reframing what it means to “act like a man.”

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Awareness. Expose how many men follow the group without questioning it—especially in beer choices—positioning Tecate as the brand that invites men to choose for themselves.
OLV - Social.
Engagement. Subvert the macho telenovela stereotype through “The Handbook for Real Men” , a series of short stories and social content led by Ignacio, using clichés to dismantle the very codes they once reinforced.
OLV - Social.
Consideration. Drive consideration and trial by positioning Tecate as the beer for men who define masculinity on their own terms.
OLV - Social - Radio

Go-To-Market Plan. Launch digitally to reach men in key markets in Colombia, where cultural conversations already happen, then extend impact to drive traffic both online and in-store.

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Ignition. Disrupt expectations by flipping a familiar macho archetype.
Momentum. Build relevance through episodic storytelling that challenges traditional codes.
Impact. Establish Tecate as a modern symbol of self-defined masculinity in Colombia.
Role.
Led Brand Strategy, Comms and Audience Strategy, Go-To-Market Plan and IAT integration. Informed Media and Investment Strategy.

Hi, I’m Ignacio




Translation: Hello, I am Ignacio, I have been one of the toughest and most macho men for a long time. 
Come with me and you will learn how to be a real man from scratch.

The compliment none asked for
Translation: A real man does not give compliments to a woman, cute little  thing, that red looks soooo good  on you, he says them to a Tecate beer, that's how real men are. Become a real man.

Real men don’t cry… alone, they cry together




Translation: If a real man is sad, he cries alone. If two more men arrive, three will cry. But if three more men arrive, they buy a six-pack. 
This is how real men are. Become one with Tecate.

The NO lotto




Translation: When a woman says no to you, what does she mean? Well, it's a no. And if she says maybe, it's also a no. 
That's how real men are. Become one.

No -Those- packs



Translation: Real men don't share packs, we share six packs, that's how real men are, become one.