Tecate requested a unique premium that both associated their brand with the2010 World Cup and appealed to their target audience, Mexican-Americans. The other key criteria was that the premium could not cost more than $1.00 (due to liquor laws in certain states).
SOBO came up with the idea to use face-paint in the Mexican national colors to appeal to the hard core soccer fan. The packaging was customized with emotional imagery on the front and the schedule of the World Cup games on the back.
According to Tecate’s agency, this was one of their most successful give-a-ways to date.