Sylvester Stallone meant to remind men of masculine values put to the test, and save the day by tellingmen “they need to watch more boxing,” as a reminder of everyday failures. An invitation tobe brave, bold, courageous, and manly by describing everyday situations where masculinity couldbe put to the test.

The word Bax has been adopted by consumers and non-consumers and it is now part our daily vocabulary. This campaign has been standing for 2 consecutive years. This year was a defining moment with the challenge of ensuring that the campaign did not lose its freshness or relevance. For what we are looking for to make a new commercial where the values linked to Boxing are maintained with the differential of showing Stallone as this character who is always alert and ready to the rescue when men are debating between the values of the evolved and of a rooted masculinity.

We chose mainly digital, presence in ATL and 1 to 1 experience. We decided to play in google search, the “what´s happening” in twitter and “what´s in your mind” in FB consumer quotes, youtube (Pre-rolls) and FB (Sponsored videos), banners, spotify, TV, sports shows, but also in some unconventional media like bookmarks, cupholders and even in men fashion clothes stores, so no matter where you are if you don´t let Stallone sleep, he´ll always be there to remind that “You need to watch more boxing”. The digital potential strengthened the campaign, we aired them in mobile for one month, and later launched exclusively in digital, otv&ptv, supporting them for about two months, after which we launched on open and pay TV with special activities. Also we create spotify playlists where if a men followed it appear a banner inviting them to “watch more boxing”.

We changed the name of the sport to “bax” after consumer suggestions, so Tecate owned the sport. Tecate’s association to boxing grew 10pp, from 57% to 67% while Corona fell to a very distant second. The brand grew 5pp in total spontaneous. Special mention for innovative brand and reflects the originality of LATAM. Purchase intent behind the brand grew 20pp fueling Tecate’s growth and reaching Corona’s share of market levels for the first time in history. Viralization: “Te hace falta ver más bax” became an unprecedented social phenomenon in México, with over 200M impressions to date. Total Interactions: 369.3M (FB / TW). Total Impressions: 399.1M (FB / YT / TW). Total Views: 55.8M (FB / YT / TW) . More than 10 million views en the first 24 hours. Source: YouTube y Facebook.+2,000,000 conversations. Thousands of users have created content related either to the campaign or the slogan.

Thebeer category inMexico, which isone of the most intense and competitive of the country and where boxing is the second most relevant sport, boxing started to loose validity andconnection with the younger consumers. After atwo year successful campaign that managed tobring back the relevance of boxing among younger consumers andto consolidate the brand asthe one with the most association with the sport we needed tomake a refresh andkeep the campaign relevant. We didit through strategic media channels where our consumers couldn´t only see but live intheir own chosen content and different moments the “You need to watch more boxing” phenomenon.

Men with character from 18 to 35 years old who live in México. They own their decisions and live according a set of perfectly clear principles. However they are in constant tension by the contradictions between what is expected from them as men and what they really want to do in a specific moment.

Our ambition was to make boxing part of culture again. We wanted to be part of consumers’ lives. We decided to communicate with young consumers (25 year old men) using Stallone to crack into relevant consumer insights by making evident their distancing from boxing and masculinity values in a funny way: “you need to watch more boxing.” When consumers began to adopt the BAX word in their daily moments we new that 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.

Box in Mexico is a sport that has grown old, and lost connections with younger consumers. It has become a “Saturday night sport,” that is followed by older people and lost cultural resonance. Historically, Tecate has dedicated a good chunk of its resources to own a larger chunk of “boxing “ culturally. Leverage the two past year successful Stallone campaigns to keep relevant and fresh among consumers to boost Tecate equity and achieve market leadership. Our business target was to modernize boxing and make it part of culture and everyday life, in order to consolidate our leadership in association with the sport, as well as improving brand image and its main indicators (brand preference, brand growth, etc). Everyday situations test our commitment to masculinity. Tecate, through boxing, maintains the essence of masculinity by representing perseverance, honor, commitment, courage, and passion. Make boxing the most relevant sport among young consumers.