In this session...
When is it right for a company to discuss a hot-button topic? Last fall, Tecate built a dynamic campaign around “The Wall,” in which two friends shared a Tecate over the Mexico-U.S. boarder. Esther Garcia will discuss the success of this campaign and why it worked for the beer brand. She will also share how Tecate is continuing its bold marketing in 2017, and how other companies can authentically – and effectively – engage in timely topics and conversations.
