He Gulf of Mexico It has been the subject of international conversation in recent weeks, due to the intention of Donald Trump to rename it as Gulf of America. An initiative that, precisely, has been approved this week by the United States House of Representatives, but to which the Mexican beer brand is opposed Tecate, as it has shown with a new campaign and a special edition of its product.
By the hand of the creative agency LE PUB MEXICOhas launched a version of Tecate Light with salt from the Gulf of Mexico. And to make it known, he created a release and communication strategy that goes beyond the product itself, and that seeks Connect the geographical accident with Mexican culture, identity and heritage.
To do this, he has sought to position Gulf de México on the map, at the symbolic and geographical level, with an idea that combines technology, creativity and innovation, and that has been articulated under Claim “The Light that knows the Gulf of Mexico.” Thus, he has created a floating bar, called “Gulf Bar de México”, which is both physical installation, as a digital reference point.
It should be remembered that Google Maps has already renamed the Gulf as Gulf of America, although for the moment it presents both names on the platform.
The ship, which is presented as “the ship for those who enjoy the Gulf of Mexico”, has been a fundamental piece in the communication of the launch. It has its own Instagram profile, which links with the Gulf location on Google Maps. It has also been the scene of strategic collaborations with Infuencers, who were invited to enjoy the beer and landscape of the region on the boat.
As explained from the agency in a statement, the “Gulf Bar de México” will be active during May and June for consumers, where they can prove the Special Edition of Beer. In addition, as of June 20, the product will be distributed in Six stores of the Monterrey, Mérida, Campeche, Tampico, Villahermosa and Hermosillo cities, while exhausting stocks.
The intention of the brand has been to celebrate andThe Mexican pride and raise the cultural presence of the country on the world stage. In addition, he has also tried to strengthen his commitment to his continuous commitment to Offer brand experiences culturally resonant. All this in a climate of economic and geopolitical tension derived from the hard commercial policies imposed by Donald Trump.
“This is Tecate: a Mexican beer that not only celebrates Mexican identity, but also, when necessary, it reaffirms it, with the best of Mexico: its great beer and creativity”; Said Marta García, Marketing Vice President of Heineken, in the agency’s statement.”In less than a month, Tecate created a new beer and threw it in a bar in the middle of the Gulf, with the sole purpose of supporting and reminding Mexicans to feel proud of their inheritance”
The agency, meanwhile, sees in the campaign a testimony of the innovation of the Mexican beer industry as a whole. “Tecate has long been intertwined in the fabric of Mexican culture, and with this campaign, we seek not only to honor that legacy, but to continue celebrating and raising what belongs to us authentically: our traditions, our creativity and our identity”; Ricardo Avilés and Aldo Ramírez, Chief Creative Offices of Lepub Mexico have pointed out.
More info.: Gulf Bar de México
