Gender Violence - Heineken, Mexico

Two out of three women in Mexico suffer from some kind of gender violence and an astounding seven out of ten of them consider it normal.

In 2016, TECATE (the biggest brand of CM Heineken) established a powerful brand purpose and committed to deliver an impressive campaign to promote a more inclusive, modern and respectful model of masculinity.

Since it was launched, TECATE'S campaign has achieved a high profile partnership launched with an NGO, creation of a Women's Empowerment Center, become 8th most viewed ad in 2016 on YouTube Mexico, 423K euro media publicity, 46.4 million digital impressions and 80% Positive Sentimental Feeling.

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Gender Violence - Heineken, Mexico