E-Malt.com News article: USA: Mexico’s leading beer brand reveals new advertising campaign to emotionally connect with Mexican adult consumers in the U.S

Cerveza Tecate, one of Mexico’s leading beer brands, today reveals its new integrated national advertising campaign created to emotionally connect with Mexican adult consumers in the U.S, Business Wire reported March 14. The Spanish-language ads are the first creative to reflect the brand’s new tag line “Con Carácter” or “With Character.”

“The Tecate brand has experienced tremendous growth during the past couple of years thanks to the loyalty of our consumers. Therefore, it was important for us to launch a campaign that recognizes and celebrates the achievements of Mexicans in the U.S.,” states Ken Kunze, chief marketing officer for Heineken USA. “Con Carácter is truly an anthem to the bold and authentic character of cerveza Tecate and the Mexican man. By highlighting their success in American society, we hope to connect with our consumer on a much deeper level.”

For a distinctive look, feel and insight that differentiates the Tecate brand from its competitors, the emotion-driven campaign consists of 18 vignettes featuring Mexican working men. Each ad incorporates popular Mexican colloquialisms, such as “Por los que saben de que lado masca la iguana,” or “For those who know on which side the iguana chews;” and “Por los que no vienen porque pueden, si no por que pueden, vienen” or “For those who don’t come because they can, but because they can, they come,” to describe the accomplishments of these individuals. These specific phrases are highly used by Mexicans and each one is dimensionalized to represent the carácter that is unique to Tecate and its consumer.

The campaign’s first :30 second TV spot will break during the March 14 edition of “Solo Boxeo Tecate,” a weekly Telefutura boxing program sponsored by the cerveza brand, and will later be seen on national and local affiliates of Spanish-language networks such as Univision, Azteca America, and Fox Sports en Español. Print ads will be included in Spanish-language newspapers such as Los Angeles’ La Opinion. Radio and out-of-home ads will connect with consumers in 36 key Hispanic markets, such as Los Angeles, Phoenix, Tucson and Dallas, beginning mid-March.

Creative was developed by Adrenalina, Tecate’s New York City-based advertising agency-of-record since late 2007, while the TV, print and radio ads will be placed by the brand’s media buying and planning agency MediaVest.

“We wanted to ensure that the campaign would not only capture the attention of Tecate’s consumers, but be truly relevant to their personal experiences and success in the U.S. The use of authentic Mexican aphorisms and images in each ad speak to common passion points of Mexican men, including sports, family and music, and most importantly, their carácter,” said Manuel Wernicky, Partner, Adrenalina. “We feel honored to have had the opportunity to work with cerveza Tecate on our first campaign as an agency.”

About FEMSA/Heineken USA

In 2004, Heineken USA and FEMSA Cerveza reached an agreement that made Heineken USA the sole and exclusive importer, marketer and seller of FEMSA’s beer brands in the United States. Under the terms of the agreement, Heineken USA assumed responsibility for the marketing, sales and distribution of the beer brands Dos Equis, Tecate, Sol, Carta Blanca, Bohemia and the new Tecate Light, across the United States. In April 2007, an extended ten-year agreement was finalized between Heineken USA and FEMSA, which became effective January 1, 2008.

Headquartered in White Plains, New York, Heineken USA Inc., the nation’s premiere beer importer is a subsidiary of Heineken International B.V. (Netherlands), which is the world’s most international brewer. Besides the FEMSA portfolio, Heineken USA imports Heineken Lager, the world’s most international beer brand; Heineken Premium Light; Heineken Dark Lager; Amstel Light, a leading imported light beer brand; and Buckler non-alcoholic brew. Please visit www.EnjoyHeinekenResponsibly.com.

Founded in 1890, FEMSA is the largest integrated beverage company in Latin America with a portfolio of leading beer and soft drink brands. Its subsidiary FEMSA Cerveza is one of the leading brewers in Mexico with brands that include Tecate, Dos Equis and Sol. Its subsidiary Coca-Cola FEMSA is the largest Coca-Cola bottler in Latin America and the second largest in the world. FEMSA sells its products through approximately two million points of sale, which serve a population of over 170 million people in nine countries, including some of the most populous metropolitan areas in Latin America, such as Mexico City, São Paulo and Buenos Aires. FEMSA’s manufacturing and distribution capabilities are enhanced by its retail and packaging operations; it operates Oxxo, the largest convenience store chain in Mexico, with over 3,000 stores as of June 2004. For more information on FEMSA, go to www.femsa.com.


14 March, 2008