Elmwood WorkAboutCareersPeopleNewsContact Tecate Elevating a brand to a lifestyle 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. New York 02:26 PM LEGACY LIFESTYLE 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. The Power To attract a new generation of consumers, we encouraged the brand to think beyond the product—to see the brand reset as an opportunity to leverage their mass popularity and ubiquity in Mexican sports, music and entertainment. The brand evolution aims to create the community and lifestyle that these men seek, to represent their attitudes and interests, and ultimately to build a brotherhood of progressive pioneers. “With a brand as beloved as Tecate, we knew that a boots-on-the-ground immersion across Mexico’s many regions would be necessary to inform a meaningful design.” MEG BECKUM, EXECUTIVE CREATIVE DIRECTOR AT ELMWOOD NY 01 / 05 < > Sign up for nuggets of inspiration and news straight into your inbox. LONDON 27 Gee Street London, EC1V 3RD +44 (0)20 7637 0884 london@elmwood.com NEW YORK 598 Broadway 10th Floor, New York, NY 10012 +1 (646) 2530520 newyork@elmwood.com SINGAPORE 759A North Bridge Rd Singapore, 198727 +65 6298 1858 singapore@elmwood.com © 2021 Elmwood. All rights reserved Privacy Twitter Facebook LinkedIN