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Tecate was the fourth-ranked imported beer in the U.S. when my team received the account. I am proud to say that by 2007, it had risen to third place. Tecate basically owned EVERYTHING Mexican, from soccer to boxing to car racing to music to "Chicas", everything a good Mexican guy could care about.

Cerveza Tecate

Branding Across Different Platforms

Speaking Spanish Doesn't Mean  Speaking to Them

Tecate NEW Look

In 2007, Tecate had a big evolution. We changed its packaging and branding to a more modern, chromed look that was bolder and more masculine, with a new brand positioning that resonated better with its demographic. The new tagline: Tecate Con Carácter(with character).



To attract Mexican men, we engaged LAS SENADORAS, TV personalities who host a very popular sports show on UNIVISION called República Deportiva.


In this very successful campaign, the beautiful ladies became brand ambassadors for Tecate, with personal appearances at key events. The POP materials consisted of calendars, case cards, price cards, posters, life-size displays, and more.

Selección TECATE



Tecate put together its own team with Mexican soccer legends.

The brand invited the Tecate consumer to be part of the team and to travel with them to Germany to watch the matches of the Mexican National Team during the 2006 World Cup.

2007 Calendar

Mexican Independence Day

2007 Calendar


2008 Calendar


2008 Calendar


A Coherent Brand Voice Is ESENCIAL

Connect Through Passion Points

Standee Futbol
Promoción Tigres del Norte
Promoción Fiestazón
Nuevo Look
Commemorative Can
Boxing Case Card
De la Hoya-Mayweather poster
TC Boxing Display
Coto-Mosley Poster


During April, Tecate owns Long Beach. The Grand Prix has become a great asset for the brand. This award-winning display was used three years in a row; it’s one of the pieces I am most proud of as an art director.


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