In Mexico there is a big problem with alcoholism.

So big that there is even a law that forbids TV ads to show any interaction with alcoholic drinks: nobody can touch a bottle on screen, we can’t show them open and, of course, we can’t show anyone drinking (or suggesting) they are drinking alcohol.

On the other hand, it is socially accepted to drink to get courage to do something we normally wouldn’t do sober. Fact that makes the problem even bigger.

Tecate 00 is a new player in the category, and in order to disrupt it, we gave people a clear message: you don’t need alcohol to be brave while linking it with the product: a beer so good that makes you feel brave, even if it doesn’t.

A series of films where different people drink a beer to get courage to do something; A girl takes a sip of her beer to fight her first tattoo anxiety; a guy at a bar drinks drinks to text his ex he still loves her; A girl drinks her beer to go pick up on a guy; and a guy on holidays at the beach has a sip of his beer to reject his boss incoming call.

Then we reveal they are drinking the new Tecate 00 Alcohol with a super: Makes you feel brave, even if it doesn’t.

We’ve just launched the campaign on April 21th, so we don’t have enough data to show the impact.