Tecate honors Mexican Men con Carácter.

Tecate announced the launch of the “Anthem 2” campaign, which recognizes and celebrates the hard work of Mexican men in the U.S. through an integrated advertising program reflecting the brand’s bold tagline “Con Carácter” or “With Character.” The campaign is a continuation of the new positioning launched last year.

Created by Tecate’s New York City-based advertising agency, Adrenalina, “Anthem 2” uses humor and vernacular to emotionally relate to the struggles overcome by Mexican immigrants in the United States. The :30 television spots are comprised of 13 individual vignettes centered on Mexican colloquialisms that define the character of Tecate and its consumers, such as “Por los que no tienen pelos en la lengua,” or “For those who aren’t afraid to tell it like it is,” or “Porque no estamos todos los que somos, pero somos todos los que estamos,” or “Not all of us are here, but the ones that are here really matter.” The first spot will break on April 10 and will be seen on national and regional Spanish-language networks such as Univision, Telemundo, Azteca America, Galavision, Telefutura and ESPN Deportes.

The ads placed in the top 2 percentile of all Hispanic spots ever tested by Millward Brown, one of the world’s leading research firms, demonstrating their impact and relevance to Tecate’s target consumer. These scores are further validation of the results found in the recent “Yankelovich Multicultural Marketing Study (MMS) 2009,” which found that U.S. Hispanics have a higher sense of empowerment and status than ever before, and are “raising the bar” in terms of their expectations from marketers.

“Tecate’s ad campaign reflects the attitude, passion and determination of Mexicans, which resonates with consumers during these economic and social hardships. These realities have provided a platform from which we can recognize their inherent strength of character, which has driven them to come to this country and work hard to make a living for their families,” said Christian McMahan, CMO, HeinekenUSA. “Tecate’s campaign and Con Carácter messaging not only highlight these traits, but celebrates the pride they have in their heritage and their determination in striving to meet and overcome the challenges they face.”

The campaign also includes a :60 radio spot that begins with a description of the product. However, the humor lies in the “disclaimer” section of the ad where Tecate discourages men who lack character from drinking bold, full-flavored cerveza. These “less than manly” traits include, owning dogs named “Puchi,” “Tinkerbell,” or “Princess;” or calling their girlfriends “Baby” or “Little Smurfette.” Consumers will be able to hear them on national and regional Spanish-language networks such as Univision Radio and Lieberman Media.

“Despite all the news coverage about the financial hardships affecting average Americans on Wall Street, it is the lives of our Tecate consumers on Main Street that are worth noting in today’s society,” said Manuel Wernicky, president, chief ideas officer and managing partner of Adrenalina. “They have lived in crisis their entire lives, their industries have been hit the hardest and their resilience, heroic efforts and every day triumphs are the stories that really demonstrate carácter in a time of crisis.”

Television, radio and out of home ads will be placed by Tecate’s media buying and planning agency MediaVest.