How to be part of the tournament if you are not a sponsor? Taking over the conversation. The campaign consisted of a series of commercials where Rocky taught us how to survive the World Cup in Russia using our Yaytsa or huevos. At the same time we encourage people to use the word Yaytsa, covering games in real time but in a fun way, encouraging the public and teams to put Yaytsa on it. Tecate was the brand that lasted the longest as a trend in Mexico during the World Cup, without the need to sponsor the team or the tournament. All with courage, with Yaytsa!
