Featuring its new tag line "Con Caracter," Mexican imported beer brand Tecate has launched a multimedia campaign, featuring schedules on a number of Spanish-language networks, including Fox Sports en Espanol.
The brand, imported exclusively in the States by Heineken USA, took the gloves off the “With Character” campaign on the March 14 edition of Telefutura’a Solo Boxeo Tecate, the weekly boxing show it sponsors on the broadcast network.
Thirty-second spots are also scheduled to run on national and local affiliates of Spanish-language networks such as Univision, Azteca America, and Fox Sports en Espanol. Print ads will be included in Spanish-language newspapers such as Los Angeles’ La Opinion. Radio and out-of-home ads are targeting consumers in 36 key Hispanic markets, notably Los Angeles, Phoenix, Tucson and Dallas.
To help differentiate it from its competitors, Tecate’s campaign comprises 18 vignettes featuring Mexican working men. Each ad incorporates popular Mexican colloquialisms, such as “Por los que saben de que lado masca la iguana,” or “For those who know on which side the iguana chews;” and “Por los que no vienen porque pueden, si no por que pueden, vienen” or “For those who don’t come because they can, but because they can, they come.” The phrases describe the accomplishments of the featured individuals.
Creative comes New York shop Adrenalina, while the TV, print and radio ads have been secured by Tecate's media buying and planning agency MediaVest.