VML: Tecate’s Age Captcha

In Mexico, underage drinking has risen by 25%, driven by minors falsifying their ages and a lack of effective verification methods. Tecate, committed to promoting responsible alcohol consumption, partnered with VML to address this pressing issue. Together, they identified a critical starting point: the age gate on Tecate’s website, the first interaction users have with the brand.

The solution was Age Captcha, a reimagined verification system inspired by Google’s captcha technology. Unlike traditional methods, Age Captcha used decade-specific trivia to create a fun and engaging way to confirm users’ ages. The questions drew from cultural references and nostalgic touchpoints that only those of legal drinking age would be able to answer, such as recognising a VHS tape or identifying a mullet hairstyle.

To ensure the integrity of the system, Age Captcha included smart mechanisms to prevent dishonesty. If users switched tabs to search for answers, the quiz automatically restarted, making it nearly impossible to cheat. A library of 150 carefully curated questions ensured the experience was both credible and engaging, tailored specifically to the decade users claimed as their birth period.

Once users successfully completed the trivia, they were invited to take the initiative further by signing Tecate’s pledge to fight underage drinking. This added layer transformed a simple verification process into a meaningful moment of personal responsibility, encouraging users to actively contribute to addressing the issue.

The campaign delivered exceptional results. Over 70,000 individuals signed the pledge, signalling widespread support for Tecate’s mission. Brand favourability increased by 9.1%, and Tecate solidified its position as the number one brand associated with responsible alcohol consumption in Mexico.

Through Age Captcha, VML and Tecate demonstrated how innovation and creativity can be harnessed to tackle social challenges, delivering both measurable impact and strengthened brand trust.