In Mexico, underage drinking has increased by an alarming 25%. The problem arises from minors frequently lying about their age and adults not doing enough to verify it. This societal issue is most common at neighborhood beer shops called "Tiendas", as well as online where minors can access any booze brand platform or site where alcohol is sold.

As a leader in the market and one of the top brands associated with responsible alcohol consumption, Tecate needed to step in, raise awareness, and encourage people to commit to fighting underage drinking.

We came up with an innovative way to deliver the message by changing the online doorway to Tecate's products; Their very own age gate.

We created Age Captcha, the first booze brand website age verification that cannot be fooled. Drawing inspiration from Google’s captcha, we turned the age gate into a fun trivia with dummy-proof questions only people 18 or older can answer – from popular culture to everyday items and unforgettable fashion trends. We catalogued 150 questions designed to validate each decade that provided valuable information of users on Tecate's platforms.

After consumers engaged with Age Captcha, they were invited to sign a pledge: A commitment to help fight underage drinking in Mexico.

We delved deep into the cultural, musical, fashion, and technological milestones of each decade to gather data that defined various generations. This data was meticulously organized and catalogued to accurately distinguish one generation from another. We leveraged this knowledge as a tool for our Age Gate, enhancing our ability to filter out minors at the entrance to our brand.

Furthermore, this initiative served as an opportunity to reinforce Tecate's commitment to preventing underage drinking. By implementing these measures, we not only raised awareness about the issue but also ensured that children do not gain access to our website.

Using Google Captcha challenge-response test, we turned Tecate's age gate into a fun trivia that worked as an efficient age verification. With questions tailored to each decade, covering popular TV shows, memorable sports events, iconic fashion trends, and everyday objects, we crafted over 150 queries. These questions were designed to ensure that only individuals aged 18 or older could successfully answer them.

We incorporated it into Tecate's platform to raise awareness about responsible alcohol consumption and verify the age of consumers more efficiently.

Thousands of users interacted with the experience and received an invitation to sign a pledge, increasing the brand favorability.

In just the first month, over 70,000 consumers pledged their commitment to responsible drinking.

Tecate has seen an impressive 9.1% increase in brand favorability, earning the top spot as the #1 brand associated with responsible alcohol consumption. This achievement marks the campaign as the most successful social responsibility initiative in Mexico within the category.