How has your brand changed?
In Tecate we have had multiple moments of change, from important innovations in our image, packaging and advertising, to launches with variants that have positioned us as this benchmark.
With the eagle shield that characterizes us, we have had important campaigns abandoned by iconic commercials and ambassadors.For example, in “Tecate® por ti”, spots where they toasted to those and to ourselves, it became a boom that made way for characters such as actor Sylvester Stallone, Argentine soccer player Diego Armando Maradona, boxer Julio César Chavez and the most recent, our Keeper of Flavor Bruce Willis.
Also, during these 20 years, the presence in sporting events such as soccer has been important, with the sponsorship of Liga MX, baseball and musical events such as our Tecate Pal’Norte festival, Emblema, Comuna, Coordenada and Locations, all them, part of our brand building strategy.
Entering the digital world has also been another of our changes, in this sense we recently became the first Mexican brand to bring experiences in the metaverse with the launch of Tecateverse and the creation of NFTS, which represented a boost for the consolidation of our mark in this new phase of digitization.
What have been their strategies to position your brand in the market?
Without a doubt, preserve the quality of our liquid and its flavor. For Tecate, the production processes so that the consumer enjoys a good beer is the main thing.On the other hand, our innovations with new products, avant-garde credential campaigns and a strong presence in sports, with sponsorships that are more than 20 years old, such as Chivas and music.
For six years, we have been betting on a strong presence in musical events, which have helped us to be close to the consumer we are targeting with platforms that include young people of legal age, but do not rule out older people. , because we all love these topics.
And without a doubt, our social responsibility strategy. At Tecate, we also seek to leave a positive mark on the consumer and what better way to dare to use our brand assets.We are very aware of the problems that revolve around the environment and can attack them head-on.
In 2016 we launched an unexpected campaign to eradicate violence against women and in June of this year, we advocated a Mexico without underage drinking with our Tecate 18+ initiative, which seeks to raise awareness of a highly importance at the national level.
What old traditions endure in the new bets?
At Tecate we know that old is not synonymous with bad or outdated, and that the old traditions of the industry have led us to consolidate today’s advertising and create a brewing tradition.
One of them is to provide spaces where consumers can feel pampered by brands, this will always be important and valuable when creating a close relationship with different audiences.
It will always be necessary to maintain a constant listening in which we can identify the tastes of those who prefer us and those who do not also to reach them with moments that are really of value in their lives.
Over the years we have witnessed endless trends, at Tecate we always maintain our essence without losing closeness to the consumer through physical and digital experiences.
What is the differentiator against the competition?
Beyond the high quality standards of our liquid, we consider that our main differentiator is the way in which we approach our public, in how we give them a space within our brand and make it part of the experiences.
Our innovative DNA constantly challenges and drives us to create new experiences that transcend, thus earning the trust of our customers.
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