In 2025, more than 142,000 Mexicans were repatriated from the United States, returning home after leaving in search of better opportunities.
For many, the return meant facing unemployment, uncertainty, and the challenge of rebuilding their lives from scratch. Yet these individuals bring with them valuable experience, skills, and resilience, as Mexicans are widely recognized as one of the strongest workforces in the world.
Rather than treating repatriation as a social problem, Tecate chose to reframe it as an opportunity. Through “Welcome Back, Paisano”, the brand created an employability platform designed to help returning Mexicans restart their lives with dignity. By taking a clear stand on a pressing cultural issue, Tecate transformed its support from a symbolic welcome into tangible opportunities for employment, entrepreneurship, and economic inclusion.
Developed in partnership with LePub Mexico City and FUNDES, the initiative connects repatriated Mexicans with jobs and business opportunities across the Tiendas SIX ecosystem. The program supports the opening of new stores, generates employment throughout Tecate’s production and distribution network, and provides guidance for participants looking to build a new future. The campaign was amplified through digital and social media, content creators, OOH and DOOH placements in border cities, and a dedicated online platform where people could access information and apply for opportunities.
More than a communications campaign, “Welcome Back, Paisano” became a real business and social initiative. Tecate committed to employing 130 repatriated Mexicans over the next 24 months while creating a scalable model capable of generating additional jobs and entrepreneurial opportunities over time. By turning creativity into concrete action, the brand helped strengthen local communities, support economic growth, and redefine what it means to come home.
CREDITS
Brands: Tecate (Heineken) and SIX, Mexico.
CEO, Heineken Mexico: Oriol Bonaclocha.
Corporate Affairs Director: Claudia de la Vega.
Vice President of Marketing, Heineken Mexico: Marta García.
Brand Director, Tecate: Esteban Velasco.
IMC Manager, Tecate: Nicolás Álvarez.
Senior Brand Executive, Tecate: Abraham Zavala.
Consumer Connection Manager, Tecate: Alexandra Ahumada.
Vice President of Sales: Manuel Román.
Media Director, Heineken Mexico: Pablo Rada.
External Communication Manager, Heineken Mexico: Luis Herrerias.
External Communication Executive: Francisco de la Huerta.
Corporate Sustainability Director, Heineken Mexico: Inti Pérez.
Corporate Sustainability Leader, Heineken Mexico: Elena Montes de Oca.
Director of SIX, Heineken Mexico: Luis Aguilar.
Brand Manager, SIX: Maria Teresa Puente.
Senior Brand Executive, SIX: Maria Reene Benavides.
People Partner Manager, SIX: Lourdes Decanini.
Senior Labor Leader, SIX: Rene Gutierrez.
Regional Manager, SIX: Elizabeth Acevedo.
Regional People Partner, SIX: Flor Villegas.
Legal Manager: Luis Manuel Chao.
Executive Legal Counsel: Francisco Parra.
Lifestyle & Experience Manager, Heineken Mexico: Gaby Betancurt.
Senior Lifestyle & Experience Manager, Heineken Mexico: Mauricio Alvarado.
Creative Agency: LePub Mexico City.
CEO & CCO, LePub Worldwide: Bruno Bertelli.
Global CCOs, LePub: Cristiana Bocassini and Mihnea Gheorghiu.
Managing Director, LePub Mexico City: Paola Escalante.
CCOs, LePub Mexico City: Ricardo Avilés and Aldo Ramírez.
CSO, LePub Mexico City: Carlos Correa.
Creative Directors, LePub Mexico City: Marco García and Juan Pablo Balcázar.
Associate Creative Directors, LePub Mexico City: Ayax Mondragón and Elizabeth Cruz.
Planning Director, LePub Mexico City: Carlos León.
Account Director, LePub Mexico City: Daniela Perdigón.
Marketing & Communications Director, LePub Mexico City: Marielisa Esteves.
Producer: Ana Galván.
