Global Media Network of the Year:
Carat
Gold
Creativity In PR
Best Product Launch
| Entrant: | LePub Mexico City, Mexico City |
| Brand: | Tecate Light |
| Title: | "Gulf of Mexico (Bar)" |
| Corporate Name of Client: | Heineken Group |
| Client Company: | Heineken Group, Mexico City |
| Client CEO: | Guillaume Duverdier |
| Client Global Chief Marketing Officer: | Marta García |
| Chief Marketing Officer: | Esteban Velasco |
| Client Head of Global Brand Marketing: | Bram Westenbrink |
| Client Head of Brand Marketing: | Dolf van den Brink |
| Client Brand Executive: | Abraham Zavala |
| Client Brand Managers: | Nicolás Alvarez/Karen Dávila/Adrián González/Mireya Vela |
| Client Consumer & Marketing Insights Director: | Renne Villegas Bertran |
| Client Media Director: | Pablo Alfredo Rada |
| Media Company: | Carat, Mexico City |
| PR Company: | Serna Group, Mexico City |
| Agency: | LePub Mexico City, Mexico City |
| Agency CEO: | Bruno Bertelli |
| Agency President: | Juan Carlos Tapia |
| Agency Creative Chairman: | Paola Escalante |
| Agency Global Chief Creative Officer: | Cristiana Bocassinni |
| Agency Chief Creative Officers: | Mihnea Gheorghiu/Ricardo Avilés/Aldo Ramírez |
| Agency Creative Director - Copy: | Juan Pablo Balcazar |
| Agency Creative Director - Art: | Marco García |
| Agency Associate Creative Director - Copy: | Pedro Pablo Bergelund |
| Agency Associate Creative Director - Art: | Nestor Franco |
| Agency Senior Copywriter: | Ayax Mondragon |
| Agency Senior Art Director: | Elizabeth Cruz |
| Agency Executive Producer: | Lizeth Torres |
| Agency Editor: | Juan Carbajal |
| Agency Project Managers: | Nataly Gañan/Abigail Cienega/Brenda Rivas |
| Agency Technical Creative Director: | Andrey Tyukavkin |
| Agency Strategy Director: | Carlos Correa |
| Agency Planning Directors: | Carlos León/Fernanda Estrada |
| Digital Company: | Monks, Mexico City |
| Production Company: | Landia, Mexico City |
Cultural Context:
Tecate, a local Mexican beer, has always been there for Mexicans, inspiring them with character and wit to enjoy life.
The Problem:
So when the U.S. President proposed renaming the “Gulf of Mexico” to “Gulf of America”, and Google Maps went along with it, upsetting millions of Mexicans, we knew we had to do something, something only a brave brand like us could do.
The Solution:
It wasn’t just a name change, it felt like a cultural erasure. Millions of Mexicans saw a part of their national identity disappear with a single update. While others hesitated, Tecate couldn’t stay quiet. This wasn’t just about a map, it was about pride, history, and who we are.
When the historic Gulf of Mexico was changed to the Gulf of America, an initiative driven by Trump and the US government that directly affected the pride and identity of Mexicans, no one else did anything.
The Results:
But Tecate, the beer that inspires bravery in Mexicans, made a bold statement in the most ingenious way: by setting up a floating bar called “Gulf of Mexico, right in the middle of the Gulf, so it’s true name always appears on any maps app.
Link IG Profile: https://www.instagram.com/bargolfodemexico/ Link Google Maps PIN: https://maps.app.goo.gl/yhkU95c1hSiaQF3Z8
+93M Impressions. 155M Earned Media. 99.7% Positive Sentiment. +333M Organic Reach. 38.5M Mexicans in the U.S. will see the true name of the Gulf.