Thursday, June 3, 2010

Tecate gives Mexican soccer fans the ultimate way to cheer for their team during the World Cup

What do you get when you combine crazed soccer fans with one of Mexico’s signature beer brands? Tecate face paint! Okay, so maybe it’s not the first thing that came to mind, but here is how it came to be.

Tecate’s agency, Adrenalina, tapped SOBO Concepts to come up with an idea for an inexpensive giveaway for the true fan of the Mexican national soccer team – with World Cup approaching in Summer 2010. We came to the table with ideas ranging from t-shirts to lucha libre masks to face paint.

Face paint was the winner, produced in green, white and red – the national colors of Mexico. Adrenalina came up with a unique packaging design to showcase crazy fans on the front, with a World Cup schedule on the back. A can of Tecate with the tagline “Con Carácter” also appears on front and back of the package.

Heineken’s Mexican brands buyer (Heineken recently acquired Tecate and other Mexican beer brands) sold the idea to distributors in California, Texas and Illinois. SOBO delivered the product in one month. GOAL!

Don’t be surprised if you see some of those loco face-painters cheering on team Mexico in the World Cup in June.

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