Tecate launches new bilingual campaign.

Tecate launched a new advertising campaign that celebrates the bold character of Hispanic men through a series of humorous spots showcasing how ingenuity, valor and determination can get them out of compromising situations. Created by KBS+P’s Ramona, Tecate’s advertising AOR, “Celebration” is an integrated program that marks a turn-key moment for the brand, showing a clear evolution of Tecate’s marketing strategy in the United States.

While the brand’s previous campaign “Anthem” focused strictly on recognizing the perseverance of Mexican immigrants in the U.S. through a serious undertone and real-life scenarios, the 2011 spots are jovial and carefree in nature, incorporating both Tecate and Tecate Light in the celebration. Another key differentiator is that the new campaign includes ads in Spanish and English for the first time in the brand’s history, designed to better reach Tecate’s expanded target audience comprised of all Hispanic men in the U.S.

“Previously, Tecate’s communication strategy was centered on touting Mexican men’s inherent traits of hard work, sacrifice and determination. This new approach, however, incorporates a key component shared across Hispanic culture: gregariousness and festivity. It’s not just about recognizing our consumers’ struggles, but rather, being the brand that celebrates their carácter,” said Felix Palau, VP of Marketing for Tecate. 

In each of the: 15, :30 and :60 TV spots, as well as the complementary radio, out-of-home and online ads, celebration is at their core. In one spot, a man who manages to keep his attention on his girlfriend when a striking woman walks by, is thrown a spontaneous party complete with Mexican wrestlers, carnaval dancers and fireworks. In another commercial, three gentlemen dressed in knight armor are toasted to by their bartender after they offer a seat at their round table to an older woman.

“Celebration” will be experienced by more consumers than previous campaigns, with an ad buy focused on the brand’s expanded key markets, such as Los Angeles, Dallas, Atlanta, Tampa and New York, with a national overlay. Handled by MediaVest MV42, the buy places television spots in networks like Univision, Telefutura, Galavision, Azteca America and Fox Deportes; while :60 second spots and DJ endorsements will run on Spanish-language stations across the country. Bulletins, graffiti murals, bus shelters, mobile billboards and wrapped trucks will also celebrate the carácter of consumers across all key markets.