For the first time in the history of the brand equity, Tecate Light announced today the launch of a dual-language campaign designed to connect with Mexicans and Mexican-American adults in the U.S. The English- and Spanish-language ads, which broke this week on General Market and Hispanic media, make up two distinct executions under the same tag, “Para los que quieren más” or “For those who want more.”
The English-language ads invite Mexican-American male adults to recognize and “break the habit” of drinking other less-flavorful light beers in favor for Tecate Light. To achieve this, two separate :30 second TV spots present men acting out their favorite guilty pleasures, such as watching novelas (Latin American soap operas) and talking loudly on their cell phone, while drinking a generic, flavorless light beer. In each spot, Mexican actor Marco Uriel, who plays a quintessential English-speaking man, chastises men for their bad habits and invites them to try a Tecate Light.
The Spanish-language execution plays off the concept that Mexican men in the U.S. shouldn’t have to settle for a less flavorful beer than what they’re used to. The “Papás” :30 second TV spot features clearly distraught Mexican parents who, while looking directly into the camera in a testimonial to their adult son in the U.S., share their disappointment in his choice of other light, flavorless beers.
Beginning June 30, consumers in the Phoenix, Tucson, Albuquerque and San Antonio markets will witness the campaign scheduled to run through the end of 2008. The two :30 second TV spots in English will air in various networks including ABC, CBS, FOX and NBC; as well as several cable channels including ESPN, History Channel, and Discovery Channel among others. Additionally, the Spanish-language counterpart ads will be seen on Univision, Telemundo and Telefutura throughout the 20 markets where Tecate Light is currently available. Print ads will run in the July issue of Maxim en Español while radio, out-of-home and POS materials will also launch on June 30 to further support.
Creative was developed by Tecate’s New York City-based advertising agency-of-record Adrenalina. MediaVest New York, the brand’s buying and planning agency, will be responsible for placing the ads.
