Tecate Light Targets Mexican American

Generations
by Karl Greenberg, Tuesday, Jul 1, 2008 5:01 AM ET

Tecate Light beer dual language adsTecate Light is targeting

second- and third-generation Mexican Americans with its first-ever
campaign in both Spanish and
English.

The Heineken division, which has

until now focused U.S. marketing
on Spanish-speaking Mexican
Americans, will run dual-language
TV ads in both Hispanic and
general market media, with two
distinct executions with the tags :
"Para los que quieren más" or "For those who want more."

The ads urge consumers to "break the habit" of drinking other light
beers via two 30-second TV spots, which were created by Tecate's
AOR, N.Y.-based Adrenalina. The English-language ad shows guys
enjoying such addictions as "telenovelas," gabbing on their cell
phones and drinking generic light beer. An English-speaking
Mexican American chastises the men for their bad habits and invites
them to try a Tecate Light.

The Spanish-language testimonial-style ad shows Mexican parents

speaking to other parents about their child, who is in the U.S. They
are distraught because their son drinks a brand other than Tecate
Light. The ads will run in Phoenix, Tucson and Albuquerque, N.M.,
and San Antonio, Texas, markets initially. The campaign will run
through the year with the English-language ads on ABC, CBS, Fox
and NBC; as well as several cable channels, including ESPN, History
Channel, and Discovery Channel.
The Spanish-language ads will air 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 launched
Monday to further support the campaigns. MediaVest New York is
handling the media buy for Tecate.

Said Manuel Wernicky, founder and principal of Adrenalina, in a

release: "We recognized that there are two different types of
consumers of Mexican descent, which is why we created two unique
campaigns under one brand platform instead of simply translating
the same work in English and Spanish. This is not a one-size-fits-
all campaign."

Karl Greenberg can be reached at karl@mediapost.com