WORK

MEXICAN PARENTS FOUND OUT THEIR SON IS DRINKING "LIGHT BEER"

Tecate light "Papás"

Insight. Mexicans grow up enjoying Mexican beer and despising American light beer because of being too "watery". However, when they move to the U.S., surprisingly they start drinking it. It happens in part because of a sense of belonging to their new country, and in part because of price. Nevertheless, for a relative down in Mexico, this is incomprehensible.

 

Idea. The dumbfounded parents of José, whom had found out he is drinking light beer, send him urgent messages to come to his senses and instead drink Tecate Light, which does taste like "cerveza

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