Rock concerts are made for simple reasons: to see your favorite band through a live experience, with friends, singing and drinking beer. Tecate, the second largest Heineken’s brand, is the beer that sponsors rock in Mexico, and is linked to concerts and festivals throughout the year. Competitors are also making efforts around music. However, the role of beer brands is increasingly limited to sponsorship, brand presence and sales.

How to be relevant beyond traditional formats?

With the task of generating engagement, and being part of the stories that fans share on social networks, Tecate proposed an activation plan for the Foo Fighters concert in Mexico.

A rock concert is to listen, and to see it live. Tecate beer is an iconic brand that understands the spirit of every fan. And when you are at standing level, you see things like fans do.

We realized something that many fans experience, something that makes them not enjoy every concert: in Mexico, the average height is 1.65 meters, so what they usually see, more than their favorite band, is the someone else's back. Or his neck, at best.

So, we had an idea: increase 15 cm. the height of those shortest rock fans.

Thousands of beers are served in thousands of glasses at every concert, and we discovered that those single-use glasses could literally bring more life to the fans.

We turned the empty glasses upside down and turned them into 15cm stools. As part of the design, we reinforced them with an intern structure made of a rigid plastic to give it bigger weight resistance, and to support the passion of any fan.

Brand experience went further. It delivered not only a great beer, but also, from a consumer insight, it developed a solution for something that happen to thousands of fans at a concert.

What began as a need to activate the brand in a rock concert, became an idea that attacked a problem that is immersed in Mexican culture, and gave it a simple and fun solution where design was essential to achieve it.