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Watch videos – Tecate Light targets Mexican Newcomer men with multimedia campaign

Posted by Elena del Valle on July 19, 2010

A scene in Papas Brujería

Photos, videos: Heineken USA

Heineken USA is relying on Mexican humor and folklore to win the loyalty of Mexican Newcomer consumers, Mexican men between 21 and 34 years of age living in the United States less than 10 years. The beer maker recently launched Tecate Light Papas, a broadcast, out-of-home and retail marketing campaign, including three Spanish language 30-second ads filmed and produced in Mexico City, Mexico, for Tecate Light. Scroll down to watch the three ads in Spanish.

The Tecate Light Papas television commercials, which took three months to film and produce in Mexico, are scheduled to air concurrently from May to September 2010 on Univision, Telemundo, Azteca America and Estrella TV in markets where the beer is available, including Arizona, California, and Texas.

Christian McMahan, chief marketing officer, Heineken USA

“With this installment of Tecate Light’s Papás campaign, we’re creating continuity of two characters that connect emotionally with the brand’s core consumer, Mexican men making a living in the U.S. Most importantly, by incorporating humoristic and visual elements that only they would understand, Tecate Light is further positioned as an authentic Mexican light cerveza that offers them much more than just another light beer option,” said Christian McMahan, chief marketing officer, Heineken USA.

The three spots, peppered with Mexican slang, humor and culture and the brand tagline “Por los que quieren más” (“For those who want more”), feature two Mexican parents whose son, José, lives in the United States and drinks light beers that, according to the ads, don’t compare to the flavor of Tecate Light.

A scene in Papas Garrafon

In one of the ads, for example, the mother, who believes that her son has been cursed into drinking other brands, performs a limpia, or a cleansing, on his portrait. In the second commercial, the parents become clearly agitated as the local water boy walks by the house offering his services, reminding them that their son prefers watered down beers.

A scene in Papas Gringos, the third ad with replacement parents

In the third ad an American couple pretend to be José’s parents and talk to him in a heavily-accented Spanish. Soon his real mother and father appear saying “Since you keep drinking light beer from over there, does it mean you’re also looking to replace us?” The ad closes with the American and Mexican dads comparing their pronunciation of light beer.

The three commercials were directed by Simón Bross, who also help create Tecate’s Anthem 3 campaign released in April 2010 (see Heineken launches new Tecate Spanish language ad campaign targeting men 21 to 34). Adrenalina, the brand’s advertising agency, created the ads; Media Vest’s MV42 Degrees handled the media buy.

Manuel Wernicky, president, Adrenalina

“The Papás have become iconic characters who represent the different mindsets newcomers experience as they straddle two worlds,” said Manuel Wernicky, president, chief ideas officer and managing partner, Adrenalina.

Listen to ad – Spanish language beer radio ad features comic disclaimer

Posted by Elena del Valle on November 30, 2009

Manuel Wernicky, managing partner, Adrenalina

Manuel Wernicky, president, Adrenalina

Photo, radio ad: Adrenalina

A Spanish language Tecate beer radio ad dubbed Disclaimer by Adrenalina, the ad producer, is noteworthy because of its comic take on the disclaimer sections found in many ads. The ad, which explains why wimpy men who lack character should avoid drinking Tecate, was recently recognized with a silver trophy at the El Ojo de Iberoamérica Festival in Buenos Aires, Argentina.

In a rapid-fire format, the ad indicates that Tecate discourages wimpy men from consuming the Mexican beer. The ad points out that listeners who own dogs named Puchi, Tinkerbell or Princess, or call a girlfriend Baby or Little Smurfette haven’t got what it takes to enjoy Tecate. The beer promoters set out to reaffirm Tecate’s image targeting Mexican men living in the United States who favor the brand.

The Disclaimer Tecate beer radio ad was recorded at the end of January 2009 in Miami and New York at a dual studio recording session at RedCar, Miami with Paco Olavarrieta, in-house voiceover talent and chief creative officer, for the disclaimer portion of the spot; and at Bond, New York with Mexican actor Marco Treviño.

The Adrenalina team for the 2009 Tecate Disclaimer radio spot included Manuel Wernicky, president, chief ideas officer and managing partner; Paco Olavarrieta, chief creative officer and managing partner; Ivar Rodríguez, associate creative director; Daniel Roversi, agency producer; and Yonathan Bendesky, brand leadership.

The ad has been airing via national and regional Spanish-language networks Univision Radio, ESPN Deportes Radio and Lieberman Media since April 2009. According to an agency spokesperson, Adrenalina presented the spot to consumers in research conducted this year and the Disclaimer ad received the most laughs, with consumers reporting the highest recall for the spot and saying that the spot was most memorable for it’s humorous message and use of colloquial phrases.

“El Ojo is further recognition that our team’s creative work resonates among our colleagues in the global advertising community,” said Wernicky.

Adrenalina, the lead agency for Tecate and Tecate Light, recently embarked on its third consecutive advertising and marketing programs for the brands’ distributor, Heineken USA via Cervecería Cuauhtemoc Moctezuma (CCM) of Monterrey, Mexico. New creative for both brands is expected to roll out in early 2010.

El Ojo de Iberoamérica is a marketing and advertising event created to showcase creativity and innovation in advertising, communication, marketing and entertainment in Latin America, Spain and Portugal.

Adrenalina, a New York minority-owned and managed ad agency seeks to create ideas that provoke engagement, experience and emotion between brands and consumers. MDC Partners is a partnership of entrepreneurial firms that offer marketing communications services to clients in North America, Europe and Latin America.