Age Captcha

The first booze brand website age verification that cannot be fooled.

Underage drinking in Mexico has increased by 25%. The problem arises from minors frequently lying about their age and adults not doing enough to verify.

As part of Tecate's social responsibility, it was our duty to raise awareness. To do so, we decided to fix the first thing people see when interacting with the brand: our age gate.

Age Captcha draws inspiration from Google's captcha, featuring dummy-proof questions only people 18 or older can answer — from popular culture to everyday items and unforgettable fashion trends.

We cataloged 150 questions designed to validate each decade that provided valuable information for users on Tecate's platforms.

After consumers engaged with Age Captcha, they were invited to sign a pledge: A commitment to help fight underage drinking in Mexico.

At a Glance

+70k

Pledge signed

At a Glance

+9.1%

Brand favorability

At a Glance

Brand associated to responsible alcohol consumption

Награды

London International Awards

2024

Gold

Turning our website age gate into a new media to fight underage drinking

Challenge

Inspiration

Idea

At a Glance

At a Glance

At a Glance

Награды

Related Content

Ford

The Castle

Coca-Cola

The Bestie Mode Experience