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Tecate launches social responsibility program on Univision Radio.

Tecate, cerveza con carácter, wants consumers to place safety first and prevent alcohol abuse during festive celebrations as this year comes to a close. A.U.A.N.T.C, pronounced AH-GOO-AN-TE-CE, will launch a social responsibility program that calls on men to recognize the six pillars that make them reliable individuals and gives them a reason to make sound judgments: Amistad (Friendship), Union (Togetherness), Ayuda (Assistance), Nobleza (Nobility), Temple (Composure), and Carácter (Character). The program’s messages will air across the U.S. on Univision Radio stations beginning Dec. 27.
 
To help male consumers make the right decision during holiday work events or celebrations with friends, A.U.A.N.T.C will send a text message to eligible adults (21 and older) reminding them of the program’s five qualities that make a true man. To participate, consumers can send a text message with the word CARÁCTER to 99268; age verification is required.
 
“Taking on the commitment to enjoy the holidays responsibly is important to Tecate,” said Felix Palau, vice president of Tecate equity. “It’s a true testament of carácter when men place the safety of their family and loved ones first, while still enjoying and partaking in the celebration. We hope the messages that A.U.A.N.T.C delivers will promote and encourage people to make the right decisions.”    
 
Consumers won’t miss the splash of messages alerting them to A.U.A.N.T.C and Tecate’s support of safe alcohol consumption this holiday. Point-of-sale displays will be featured nationwide at participating retail and supermarket locations where Tecate is sold. The program will also be communicated on Univision Radio with spot mentions and 60 second vignettes aired during popular broadcasts that incorporate humorous scenarios to appeal to Tecate’s man with carácter.