Tecate Unveils A New Attitude.

Tecate will introduce a national ad campaign in January, “Lo Autentico se Reconoce” or, “You Can Tell What’s Authentic.”

Each of the three TV spots will air on all major Spanish language television networks inviting consumers into the ‘World of Tecate’ where no impostors are welcome. The message is strong and clear – if you are not authentic, you don’t belong.

Each commercial – created by Lápiz, Tecate’s new Hispanic agency of record – plays on one of Tecate’s core attributes to underscore the moral of the story that only a true Tecate drinker would recognize: 1) Tecate is the authentic Mexican beer of choice; 2) Tecate is traditionally enjoyed from a can or a bottle; and 3) Tecate is best with lime and salt. Loyal Tecate drinkers viewing the commercials will see through the impostors trying to get into ‘Tecate World’ and therefore, will be rewarded for recognizing the authentic.

“The campaign will introduce Tecate’s new personality and image which is more audacious, brave, self-confident and hard working like our consumers,” said Victor Melendez, Director of Marketing, for Labatt USA – Mexican Brands Group. “The campaign will invite non-Tecate drinkers to drink Tecate and adopt it as their beer of choice so that they too can be a part of ‘Tecate World.'”

“A more confident and bold personality is just what Tecate needs to sustain and strengthen its foothold among male Hispanic drinkers,” said Dolores Kunda, President of Lápiz. Laurence Klinger, V.P., Executive Creative Director at Lápiz comments, “The campaign’s goal is to appeal to core consumers but also to target second- and third-generation Mexican-Americans. It will achieve this by focusing on how Tecate is authentic; not only because it’s an authentic Mexican beer, but also because it’s not afraid of being itself and doing things its own way.”

Mago: The Debut Commercial

The first commercial in the campaign is titled “Mago” meaning “The Magician.” A magician is on stage with three women. The magician turns the first woman in a red dress into a Tecate can. The crowd gets excited. He turns the second woman in a white dress into a saltshaker. The crowd gets more excited. Finally, he turns the third woman in a green dress into a watermelon. The crowd becomes upset. The magician realizes he has made a mistake and turns the watermelon into a pineapple. The crowd becomes even more agitated and the magician panics. In a final attempt, he tries again, turning the pineapple into a lemon, thinking he has finally made magic. At this point, the crowd is furious because he cannot get the trick right. Then, a young man stands up and screams, “Impostor! That’s not a lime it’s a lemon!” The magician is then booed off the stage. The message to the viewer is strong and clear: an authentic Tecate drinker knows that you drink Tecate with salt and lime, not salt and lemon. In the ‘World of Tecate,’ no impostors are welcome.

In March, Tecate plans to unveil the remaining two commercials “Impostor” and “Bartender” – two different stories featuring an impostor who gets caught faking it in ‘Tecate World.’ The national campaign will rotate on Telemundo, Telefutura, Univision, Galavision, Fox Sports World en Español and in various spot TV media buys. Additionally, radio, OOH, POS, and bathroom boards will support the campaign.