Tecate pulled off a genius comeback to Trump renaming the Gulf of Mexico to the
By Nicholastran · October 8, 2026 · Curated by George's Blog
Tecate pulled off a genius comeback to Trump renaming the Gulf of Mexico to the Gulf of America.
In early 2025, after Trump's executive order, Google Maps updated the name for US users.
People pushed back where they could and flooded the Gulf's Google Maps page with negative reviews, until Google switched reviews off.
So Tecate, one of Mexico's best-known beers, and LePub Mexico City found another way onto the map.
They turned a boat into a floating bar in less than a month, named it the Gulf of Mexico Bar, anchored it in the Gulf and registered it on Google Maps as a business.
Because it was a real business, the name Gulf of Mexico showed up on the map again.
Google removed the pin more than once. Each time, Tecate put it back.
They set up an Instagram account telling people how to get on board, and served a new limited-edition Tecate Light made with salt from the Gulf.
When the bar season ended they sold the same beer in convenience stores across cities near the Gulf while supplies lasted.
The campaign generated 93 million impressions, 333 million in organic reach and $155 million in earned media value.
Brave marketing done brilliantly 👏