Box in Mexico is a sport that has grown old, and lost connections with younger consumers. It has become a “Saturday night sport,” that is followed by older people and lost cultural resonance. Historically, Tecate has dedicated a good chunk of its resources to own a larger chunk of “boxing “ culturally.

Our business target was to modernize boxing and make it part of culture and everyday life, in order to consolidate our leadership in association with the sport, as well as improving brand image and its main indicators (brand preference, brand growth, etc). Everyday situations test our commitment to masculinity. Tecate, through boxing, maintains the essence of masculinity by representing perseverance, honor, commitment, courage, and passion.

Sylvester Stallone meant to remind men of masculine values put to the test, and save the day by telling men “they need to watch more boxing,” as a reminder of everyday failures. An invitation to be brave, courageous, and manly by describing everyday situations where masculinity could be put to the test.

This way, we kept the campaign fresh and prevailing in their most common contexts. But when all these people began using the phrase as Stallone mispronounced it, we knew we had to give them something back. A campaign that adapted to people’s interpretation of it, that evolved with them, co-created by them.