Tecate beer has revealed its new integrated national campaign created to emotionally connect with Mexican adult consumers in the U.S. The Spanish-language ads are the first creative to reflect the brand’s new tag “Con Carácter” or “With Character.”
The emotion-driven campaign consists of 18 vignettes featuring Mexican working men. The campaign’s first :30 second TV spot broke during the 3/14 edition of “Solo Boxeo Tecate,” a weekly Telefutura boxing program sponsored by the brand, and will later be seen on national and local affiliates of Spanish-language networks such as Univision, Azteca America, and Fox Sports en Español. Print ads will be included in Spanish-language newspapers such as Los Angeles’ La Opinion. Radio and out-of-home ads will connect with consumers in 36 key Hispanic markets beginning mid-March.
Creative was developed by Adrenalina, Tecate’s NYC-based AOR, while the TV, print and radio ads will be placed by MediaVest.