Tecate Light launches multiplatform effort

Tecate Light announced the launch of a new national ad campaign touting its bold flavor to connect with bicultural Hispanic men 21+ in the U.S. The campaign, which includes English- and Spanish-language television and radio spots and OOH elements in key markets like California, Nevada, Arizona and Texas .

“Since we launched the brand in the U.S. in 2007, our consumers have recognized that Tecate Light is a light beer con sabor y carácter that is perfect for any occasion. Its distinctive flavor is what has helped establish the brand as a powerhouse choice for consumers of legal drinking age in both Mexico and the U.S., and will continue to drive its growth[3] <#_ftn3> ,” said Gustavo Guerra, Brand Director for Tecate. “With this campaign, we celebrate Tecate Light’s bold cerveza flavor and toast to the men who know how to choose the right light beer con sabor.”

The :15 English- and Spanish-language television spots feature Tecate Light cans or bottles powerfully splashing out of blue-hued water while a male voiceover encourages consumers to “show your beer palate some respect” with “a full-flavored beer disguised in a light can [or bottle].” Both versions of the spot close with the English-language phrase, “All the Taste. All the Glory,” a reflection of Tecate Light’s bicultural consumers’ tendency to be comfortable with both languages. The spots will air on national networks like El Rey, Mun2, Univision, Telemundo, Unimas, Galavision, Estrella TV, Fox Deportes, ESPN Deportes, Univision Deportes, Azteca and Nuvo TV.

Tecate Light’s flavor is “bold and center” on the campaign’s :30 radio spots, where a radio DJ puts a character named Juan up to the “Tecate Light Taste Challenge”. At the beginning of the spot, Juan admits that he’ll drink “any light beer.” As he tastes a Tecate Light for the first time, the DJ comes on and says, “Now that’s a cerveza con sabor… You know what they say, once you go bold, you never go back!”

The bold strategy continues on the new OOH elements, which place the campaign’s “All the Taste. All the Glory.” line next to a can or bottle of Tecate Light. Outdoor and radio efforts will run across key markets in Arizona, California, Colorado, Nevada and New Mexico, while a complementary campaign that launched earlier this spring will continue running in cities along the U.S.-Mexico border to further position Tecate Light as the light cerveza with bold flavor. The brand’s digital efforts will launch later in the year.

iNSPIRE is responsible for developing the creative concepts behind the radio and OOH elements of this campaign targeting the brand’s bicultural audience. The TV spots are based on the Tecate Light campaign currently running in Mexico, developed by Olabuenaga Chemistri. The brand’s media agency MV42, a division of MediaVest USA, managed the placement of the ads.