Watch video – Beer company launches first bilingual multimedia ad campaign
Posted by Elena del Valle on July 9, 2008
Tecate Light store floor ad
Photo, video: Tecate Light
Mexican beer maker Fomento Economico Mexicano, S.A. de C.V. (FEMSA) and Heineken USA, importers of Tecate Light, hope to attract acculturated Mexicans and Mexican-American adults in the United States with a newly released two-language multimedia ad campaign. The brand’s first dual-language ad campaign was launched June 30, 2008 in general market and Spanish language media outlets and will run through the end of 2008. Scroll down to watch a Tecate Light video ad.
The ad makes up two distinct executions under the same tag line, “Para los que quieren más,” Spanish for “For those who want more.” The English-language ads invite Mexican-American men to “break the habit” of drinking less-flavorful light beers in favor of Tecate Light.
To achieve this, two separate 30-second TV spots present men acting out their favorite guilty pleasures, such as watching telenovelas (Spanish language soap operas) and talking loudly on their cell phone, while drinking a generic light beer. In each spot, Marco Uriel, a Mexican actor chastises men for their bad beer drinking habits and invites them to try Tecate Light beer.
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The Spanish-language Tecate Light campaign plays off the concept that Mexican men in the United States shouldn’t have to settle for a less flavorful beer than what they’re used to. The “Papás” 30 second TV spot features distraught Mexican parents who share a testimonial to their adult son in the United States and their disappointment in his choice of light, flavorless beers.
“As the most popular light cerveza in Mexico, we believe it’s important to converse with our consumers in the language that they feel most comfortable. With the continued growth of the U.S. Hispanic population, and especially the second and third generation Mexican-Americans populations, we wanted to create a campaign that addresses their intrinsic yearning for more flavor in their beer,” said Carlos Boughton, brand director for Tecate and Tecate Light.
Carlos Boughton, brand director, Tecate and Tecate Light
The spots in Spanish will air in Tucson, Albuquerque and San Antonio while the two 30-second TV spots in English will air on ABC, CBS, FOX and NBC; as well as several cable channels including ESPN, History Channel, and Discovery Channel. Additionally, the Spanish-language counterpart ads will be seen on Univision, Telemundo and Telefutura throughout the 20 markets where Tecate Light is available. Print ads will run in the July issue of Maxim en Español. There will also be radio, out-of-home and point of sale components to the campaign.
The campaign work is divided between three agencies: the creative concept was developed by Adrenalina; MediaVest New York will place the ads; and Formula PR will handle public relations efforts to support the campaign.
“According to Census figures, the largest growth segment of the Hispanic population is not immigrants, but the children of immigrants who tend to be different beyond simply the language they speak,” said Manuel Wernicky, founder and principal of Adrenalina. “This is an innovative campaign because 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.”
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Since 2004, as part of an agreement with FEMSA Cerveza, Heineken USA is the exclusive importer, marketer and seller of FEMSA’s beer brands in the United States. Heineken USA handles the marketing, sales and distribution of Dos Equis, Tecate, Sol, Carta Blanca, Bohemia and the new Tecate Light.
Headquartered in White Plains, New York, Heineken USA Inc. is a beer importer and a subsidiary of Heineken International B.V., a Netherlands company. Heineken USA also imports Heineken Lager, Heineken Premium Light, Heineken Dark Lager, Amstel Light, and Buckler non-alcoholic brew.
Founded in 1890, FEMSA is one of the largest integrated beverage companies in Latin America. Its subsidiary FEMSA Cerveza is one of the leading brewers in Mexico with brands that include Tecate, Dos Equis and Sol.
Great spot! It would be interesting to hear Latinas’ opinion on that spot-realizing, of course, that the spot is designed for males….
Yeah, I love it!
Love it! love the guy on the cell.
I love it ! how exciting!
George, you were fabulous!
You are a star!!!! Congratulations on your success. Wishing you many more opportunities for air time.
Lucy and Sarah Alarid
The guy on the phone is Hot! I’d do him.
That is the Best commercial for beer I’ve ever seen! The guy on the phone is hysterical.
Georgie !!!You Rock!wooo!this was an amazing commercial,and you’re right!that was obnoxious!hahaha!love you!
love,little sis :))
p.s. you know thats a bad habit!
You are the coolest person on the face of the planet and I am proud of being your brother! BUT…… He is correct, you shouldent talk on the phone while drinking, cuz it leads to the stinking drunk calling!!!
Tecate Lite Rocks!!!
You gotta know that even if you were that obnoxiuos in real life…We would still love you.Cant wait to see you on the stage again,P.S. mom loves you and is so very proud of you! Im proud just to know you.
Like oh my gaaaa!!! I can’t believe this is the same boy who use to do shows out of the closet in our bedroom when we were kids. Wow!!! What a super star!!! I am very proud and happy for you…many many more success!
That guy on the phone is funny and cute too! Book him for more commercials, this guy has “it!” I’d love to see more of him.
Awesome!! George, you “rock”! You are too funny. You should already be a “superstar”. Love you and God Bless!
Yo….after a couple of weeks (well it seems like that anyway)of Marco Uriel chewing out the guy talking loudly on his cell phone while drinking a generic light beer, is really causing me to grit my teeth now….Kinda like the Cave Men Dudes for Geico….I give in !Enuf ! Enuf ! Por favor ! Salud !
Village of Los Ranchos de Albuquerque,Nuevo Mexico
Georgie, You are awesome! We already knew you were a star, but it’s nice that the world gets to see it now :)
Well finally you hit the prime time spot… makes me wanna start drinking Tecate Light. lol
Oh George! You are wonderful. You are so deserving of all the success and kudos. I hope only the best for you. BTW will you still watch Cisco and Bianca when you’re famous? :)