Tecate: Gender Violence

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

Campaign details

Brand: Tecate Brand owner: Heineken Lead agency: Nómades Country: Mexico Industries: Beer & cider Media channels: Public relations, Social media, Television, Word of mouth, advocacy Budget: 1 - 3 million

Executive Summary

Gender violence is an extremely concerning issue in Mexican society, where two out of three women have suffered from at least one form of gender violence. To make things worse, 70% of the population consider it 'normal.'