Tecate Launches New Advertising Campaign

Heineken-owned Mexican beer Tecate is launching a new advertising campaign pointedly embracing its Mexican heritage, entitled “Mexico is in Us”.

The primary debut spot is an introduction of beer drinkers to the Tecate brand as an authentic Mexican-American beer, with an emphasis on its roots and recipe that date back more than 75 years.

A second spot serves as a more immersive glimpse into the campaign’s narrative by suggesting Mexico is more than a country; it is a feeling. Both were filmed in Los Angeles, as well as in the brand’s namesake city of Tecate Baja California to further reinforce this new direction.