Tecate → The Un-macho
Launch Tecate's brand positioning for Colombian market, The beer for real men.
Cultural Truth: Masculinity often involves following patterns without questioning them and acting like the group. This behavior repeats in beer choices too. 14% of men in the category choose a beer simply because it's what the group is drinking.
Insight: From boyhood, men face pressure to "act like a man," often without understanding what it really means. This leaves many unsure of how to define and experience masculinity for themselves.
Strategic Push: Challenge “The macho codes” to create space for fun and other ways of act like a man.
Idea: Tapped into the "macho telenovela star" stereotype, to change the same idea of masculinity it once promoted. With Using cliché codes, Ignacio stepped in over six short stories and social medio content for "The Handbook for Real Men."
Comms Strategy: Since the beer is sold only in the central region, social and digital was the main channel to reach the right audience, supported by radio and streaming platforms. A second layer of communication was added to drive traffic to both online and offline stores.
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.