We used the world greatest icon of boxing , Sylvester Stallone, to “gently” invite all men that were needing a lot of boxing in their lives with a simple phrase: You need to watch more boxing. Or box, as we call it in Mexico. But what happens when your star can’t say it right? When he sounds more “bax” than “box”and people notice it and begin to point it out in social media and di. Did we have to sub him? Did we have do dub him? Or what about changing the name of the sport as people claimed it?

That’s what we did: a campaign adapted to what people wanted, to the way they asked for, to be aligned to the thousands of memes, mentions and casual uses.

Through a campaign of 7 online videos, radios, billboards, high profile boxing matches sponsorships (as Mayweather vs Pacquiao) and social media along the last year and in so far this one, Sylvester Stallone got close to Mexican men to remind them that they need to watch more boxing in order to be more in line with the values of the sport, with just a single line: TE HACE FALTA VER MÁS BAX (You need to watch more boxing, or “baxing” as he says). Then, when people began to use the error as norm, we knew we had to evolve the campaign to what people asked in real time. The only way we could achieve to become part of the popular culture was to evolve in its own environment.

+2,000,000 conversations

67,000,000 views

$2,000,000 in earned media

+30% brand association with boxing

Countless memes and parodies

Thousands of music mixes generated by the users

THE MOST VIRAL CAMPAIGN IN THE HISTORY OF MEXICO

but most importantly:

the phrase became of common use among young people in contexts that transcended boxing.

Because we could not have changed the face and reputation of boxing in Mexico if it was not for the trust build between Tecate and Mexican young men.

We decided to communicate with young consumers (25 year old men) with the most relevant insights that made evident their distancing from boxing values in a funny way. This way, we kept the campaign fresh and prevailing in their most common contexts. But when all these people began using the phrase as Stallone miss-pronounced it, then we knew we had to give them something back. A campaign that adapted to people’s interpretation of it, that evolved with them, co-created by them.

• Situation

Boxing in Mexico was living a crisis. Young people were not as interested in the sport as previous generations for a lack of new Mexican idols such as Julio César Chávez and Juan Manuel Márquez. Tecate as one of the biggest boxing sponsors in the country needed to recover the new generation’s interest in it.

• Brief

Tecate, the Mexican beer for men par excellence was concerned that men nowadays were more interested in superficial things such as selfies, chic flicks and other stuff that were drifting them away from the true values of boxing: courage, strength, manliness. We had to do something to get men back to boxing.

• Objectives

Increase Tecate association with boxing.

Bring back young men to boxing.