Tecate ‘A Que no Te Atreves’.

Tecate beer will introduce a new national ad campaign, “¿A Que no Te Atreves?” or, “You Wouldn’t Dare.” The campaign debuted Saturday, April 13, on Telemundo’s “Buena Onda” program.

The bold new TV campaign dares consumers to do the unexpected with no regrets. “¿A Que no Te Atreves?” underscores the theme of the 2002 branding campaign which, in addition to TV spots includes radio, print, and POS merchandising.
“Authenticity is the core element of Tecate’s branding identity and personality,” said Andres Siefken, Senior Brand Manager for Labatt USA/Mexican Brand Group. “By daring our consumers to be themselves, Tecate drinkers are proclaiming Tecate as the beer that embraces Mexican heritage and pride.”

The new campaign highlights images of Mexican heritage and tradition in three different lifestyle spots centered on popular Mexican pastimes including music and soccer.

“Our primary demographic – Mexicans living in the U.S. – has not changed, however, their daily experiences have evolved as they’ve spent more time in this country,” said Siefken. “We believe that this campaign reflects the evolution of Tecate’s core audience. It establishes that Latinos can remain true to their roots and embrace, with pride, their contributions to America.”

While the TV spots appear first on Telemundo, they will rotate on other major U.S. Spanish-language networks including Univision, Telefutura, Galavision and Fox Sports World en Español.

The premiere commercial is a music spot titled, “Acordeón.” A Hispanic rock band performs at a local bar while members of a norteño group drink Tecate and wait their turn to perform. A Mexican banda member mischievously suggests that his friend “spice up” the rock band’s performance. “¿A Que no Te Atreves?” he asks. Instantly, his friend accepts the challenge, jumps on stage with a norteño-style accordion and plays his heart out. At first, the rock band doesn’t know what to make of it; the crowd pauses, then embraces the new sound. The spot ends with both bands sitting together on stage drinking Tecate and having a great time.

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