YOU NEED TO WATCH MORE “BAX”

The evolution of masculinity has given us a lot, but there are a few things that were lost along the way. We needed to leverage Tecate’s strength in its association to boxing and bring our target back to boxing in a way that fortified brand equity. The problem: the sport was seen as old-fashioned, and no longer aligned with the brand values. We needed to remind consumers of the values inherent to the sport. We did it by using someone who more than aptly represents boxing and masculinity: Sylvester Stallone. The campaign transcended advertising, and became part of popular culture.

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