Tecate
- The Beer Wall -
In 2016, the U.S. faced an election like no other. Donald Trump was running for president, fervently proclaiming his intention to build a wall – a great, great wall – along the US-Mexico border as part of his campaign rhetoric.
This opened up a unique opportunity for Tecate, a Mexican beer brand aiming to expand beyond its Hispanic bi-cultural market, to insert itself into the conversation – with tongue firmly in beer-filled cheek, of course. And since Tecate hails from an eponymous town that literally straddles the US-Mexico border, it made perfect sense to propose a wall of a different kind.
Media Placement
We pitched this idea to America during a time when we knew millions would be anticipating the next commentary on the issue: the first presidential debate between Hillary Clinton and Donald Trump.
