Tecate (Heineken México) / Mexico / 2025Retail & Shopper · Social · Design & Packaging
Gulf of Mexico (Bar).
Tecate answered the push to rename the Gulf of Mexico with a limited beer brewed with Gulf sea salt and a floating bar pinned to the gulf on maps.
- Brand
- Tecate (Heineken México)
- Agency
- LePub Mexico
- Market
- Mexico
- Region
- Global
- Year
- 2025
The challenge
A US proposal to rebrand the Gulf of Mexico as the Gulf of America struck many Mexicans as an attack on national identity.
The idea
The brand released a Tecate Light edition made with salt from the gulf, then launched a boat called Bar Golfo de México with its own Instagram profile tied to the gulf's map location. Influencers were hosted on board, and the edition later went on sale in convenience stores in coastal and northern cities.
Case study source: Activation Ideas Source ↗
