TECATE BOXING
The Challenge
Tecate’s challenge was to build its Boxing Sponsorship Platform via a 360 approach thru aggressive retail execution, increased consumer recruitment via trial initiatives, expanded consumer affinity and digital amplification
Plan:
Impulso assessed the situation, provided a clear path to Boxing ownership for Tecate to become the undisputed authority in Boxing. Impulso’s team worked with Tecate to secure the Mayweather vs. Pacquiao fight of the century, secured exclusivity of Boxings current #1 Superstar Canelo Alvarez and Gennady GGG Golovkin, while securing exclusive promotional contracts with Oscar de la Hoya’s Golden Boy Promotions. The retail rollout plan and tool kit expanded execution across more than 10K stores Nationally
Outcome:
- 11% Volume Growth from 2015 thru 2017, reversing trends by 16% Retail activation across more than 10,000 stores for every major Cinco de Mayo
- September Tent Pole fights Enhanced Tecate-Boxing association from 18% to 54%, above key competitor base levels by 32%
- Digital integration supported Fan social media following growth by 1.2780Mm followers
