Tecate é a marca de cerveja mais popular do México, sendo referência quando o assunto são esportes - principalmente o futebol. Mas na Copa de 2018, na Rússia, eles tinham um problema: não eram patrocinadores do evento. E agora? Como falar de um assunto que geral tá falando sem... falar do assunto? Simples: levando a Rússia para dentro do México.
Nas semanas que antecederam a estreia da Seleção Mexicana na Copa, o país inteiro deixou de falar espanhol e passou a falar russo. Criamos uma edição comemorativa das latas de Tecate, traduzimos a primeira capa dos principais jornais do país e o Facebook de Tecate também virou bilíngue. Tudo para deixar os mexicanos no clima da Copa e colocar a Tecate como protagonista do evento.
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TECATE RUSSIAN TAKEOVER
Tecate is Mexico's most popular beer brand and is a household name when it comes to sports - especially soccer. But at the 2018 World Cup in Russia, they had a problem: they weren't sponsors of the event. So what now? How do you talk about a subject that everyone is talking about without... talking about it? Simple: by taking Russia to Mexico.
In the weeks leading up to the Mexican national team's debut in the World Cup, the whole country stopped speaking Spanish and started speaking Russian. We created a commemorative edition of Tecate cans, translated the front page of the country's main newspapers and Tecate's Facebook page also became bilingual. All to get Mexicans in the mood for the World Cup and to make Tecate the protagonist of the event.
In the weeks leading up to the Mexican national team's debut in the World Cup, the whole country stopped speaking Spanish and started speaking Russian. We created a commemorative edition of Tecate cans, translated the front page of the country's main newspapers and Tecate's Facebook page also became bilingual. All to get Mexicans in the mood for the World Cup and to make Tecate the protagonist of the event.