In a bold move that merges innovation, culture, and technology, Tecate, in collaboration with the creative agency LePub Mexico City, launches ‘Tecate Light with Salt from the Gulf of Mexico.’ The campaign introduces a special edition of Tecate Light, brewed with salt from the Gulf of Mexico, and spectacularly transforms a boat into a floating bar visible on geolocation platforms, positioning Mexico with originality.
The campaign’s claim, ‘The Light that tastes like the Gulf of Mexico,’ reflects its core objective: to go beyond product promotion and pay tribute to Mexico’s heritage and cultural identity. Positioned at the intersection of tradition and innovation, the Gulf of Mexico serves as the symbolic and geographical centrepiece of this initiative. The floating bar, also named the ‘Gulf of Mexico Bar,’ acts as both a physical installation and a digital point of interest, accessible to a global audience through an interactive map platform.
The ideation of this floating bar serves as both a symbol of Mexico’s freshness and flavour and a strategic effort to establish the ‘Gulf of Mexico Bar’ as a globally recognised and digitally accessible landmark. This initiative is the result of a creative collaboration between Tecate and LePub Mexico City, underscoring their continued commitment to delivering culturally resonant and relevant brand experiences. “This is what Tecate is all about: a Mexican beer that not only celebrates Mexican identity, but also, when necessary, reaffirms it—with the best of Mexico: its great beer and its creativity. In less than a month, Tecate created a new beer and launched it in a bar in the middle of the Gulf, with the sole purpose of supporting and reminding Mexicans to feel proud of their heritage,” said Marta García, vice president of Marketing of Heineken.
While the physical presence of the floating bar was designed to captivate both local and international audiences, the campaign’s impact will be significantly extended through a robust digital strategy, earned media coverage, and strategic partnerships with key influencers. These efforts aim to ensure widespread dissemination of the campaign’s core message: celebrating and instilling pride in Mexican heritage. Ricardo ‘Rich’ Avilés and Aldo ‘Coco’ Ramírez, chief creative officers of LePub Mexico City, expressed, “This launch is a testament to the ongoing innovation within the Mexican brewing industry. Tecate has long been woven into the fabric of Mexican culture, and with this campaign, we aim not only to honour that legacy but to continue celebrating and elevating what authentically belongs to us: our traditions, our creativity, and our identity.”
Tecate Light with Gulf of Mexico Salt will be available to consumers at the ‘Bar Gulf of Mexico’ throughout May and June. From June 20th, the limited-edition product will be distributed across select SIX Stores in key cities including Monterrey, Mérida, Campeche, Tampico, Villahermosa, and Hermosillo, while supplies last.
With ‘Tecate Gulf of Mexico,’ Tecate and LePub Mexico City introduce not just a new product, but a bold initiative that elevates Mexico’s cultural presence on the global stage. This campaign establishes a digital landmark in the heart of the Gulf of Mexico, capturing and celebrating the spirit and pride of an entire nation.
Credits
TECATE GULF OF MÉXICO
Bruno Bertelli: Global CEO, LePub
Cristiana Bocassinni: Global CCO, LePub
Mihnea Gheorghiu: Chief Creative Officer, LePub
Andrey Tyukavkin: Chief Invention Officer, LePub
Juan Carlos Tapia: CEO, LePub Mexico City
Paola Escalante: Manager Director, LePub Mexico City
Ricardo Avilés: CCO, LePub Mexico City
Aldo Ramírez: CCO, LePub Mexico City
Nataly Gañan: Account Director, LePub Mexico City
Abigail Ciénaga: Project Manager, LePub Mexico City
Brenda Rivas: Account Supervisor, LePub Mexico City
Marco García: Creative Director, LePub Mexico City
Juan Pablo Balcazar: Creative Director, LePub Mexico City
Pedro Pablo Bergelund: Associate Creative Director, LePub Mexico City
Nestor Franco: Associate Creative Director, LePub Mexico City
Elizabeth Cruz: Art Director, LePub Mexico City
Ayax Mondragón: SR Copywriter, LePub Mexico City
Juan Carbajal: Kinetic Designer, LePub Mexico City
Carlos Correa: Chief Strategy Officer, LePub Mexico City
Carlos León: Director of Strategic Planning, LePub Mexico City
Fernanda Estrada: Experience Designer, LePub Mexico City
Lizeth Torres: Head of Production, LePub Mexico City
Thomas Amoedo: Managing Partner, Landia
Mercedes Guereño: Head of Production, Landia
Paola Cortés: Executive Producer, Landia
Robert Llauró: Director, Landia
Merlina Pinto: 1st AD, Landia
Fernanda Faga: 2nd AD, Landia
Jade Zoel: 2nd AD, Landia
Karina Santiago: Line Producer, Landia
Javier Saucedo: Production Coordinator, Landia
Matías Moltrasio: Second Director, Landia
Paula Muraira: Director of Photography, Landia
Leo Calzoni: Director of Photography, Landia
Cosimo Salvati: Photographer, Landia
Luciana Abramzon: Executive Creative Producer, Landia
Santiago Torre: Case Editor, Landia
Luiz Zerezero: Postproducer, Landia
TECATE
Guillaume Duverdier: CEO, HEINEKEN MÉXICO
Marta García: CMO, HEINEKEN MÉXICO
Esteban Velasco: Tecate Brand Director
Renne Villegas Bertran: Consumer & Marketing Insights Director
Pablo Alfredo Rada: Media Director
Nicolás Alvarez: Tecate Brand Manager
Karen Dávila: Tecate Brand Manager
Adrián González: Tecate Brand Manager
Mireya Vela: Tecate Jr. Brand Manager
Abraham Zavala: Tecate Brand Executive
Gerardo Tamez: Innovation Manager
Reyna López: Innovation Sr. Executive
Ursula Calderon: Media Manager, Tecate
Alexandra Ahumada: Media Leader, Tecate
Manuel Román Molina: CCO, HEINEKEN MÉXICO
Maria Salazar Ortega: Trade Marketing Director
David Garza Villarreal: Director Legal, HEINEKEN MÉXICO
Enrique Salas: Legal Manager
Luis Manuel Chao: Operations Legal Manager
Francisco Javier Parra: Legal Advertising Coordinator
Ramiro de Ocampo Godoy: CFO, HEINEKEN MÉXICO
Aaron Rodriguez: Business Comptroller Marketing
Claudia de la Vega: VP Corporate Affairs, HEINEKEN MÉXICO
Luis Herrerías: Director of Corporate Communication, HEINEKEN MÉXICO
Francisco Huerta Ramírez: External Communication Coordinator
Sergio Leopoldo Rodriguez Garza: CLO, HEINEKEN MÉXICO
Luis Damas: Technology Manager
Esmeralda del Rocio Perez: Manager, R&D
Juan Manuel Richarte: Experimental Brewery Leader
Javier Guzmán González: Digital & Transformation Director, HEINEKEN MÉXICO
Ilse González: Product Specialist
Cristina Mesón: CHRO, HEINEKEN MÉXICO