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.
Posted by Elena del Valle on May 12, 2010
A moment in the Box ad from the Anthem 3 campaign
Photos, video: Heineken USA Inc., Adrenalina
In mid April 2010, Heineken USA Inc. launched Anthem 3, a Spanish language Tecate beer ad campaign targeting Mexican men, ages 21 to 34, who have lived in the U.S. less than 10 years. Three 30-second ads were designed to depict the journey of Mexican men trying to establish a new life in the United States while celebrating their character. The new ads, available on Tecate.com and scheduled to air for one year on television, were meant to be a natural evolution from a similar campaign, Con Carácter (With Character), the company launched two years ago. Scroll down to watch the Boxing and Gran Manzana ads in Spanish.
Created by Adrenalina, Tecate’s New York City-based advertising agency the 30-second spots feature everyday characters such as Ezequiel Peña, a construction worker; Tomas Ortega, a window washer; and Jose Dominguez, a truck driver. Each storyline was developed to showcase the “individual boldness, masculinity, and character” these men man need to face life’s challenges. The producers hope that since the ads are set in New York and Los Angeles, consumers may relate to the situations the portray. To enforce the branding the characters toast their accomplishments with a Tecate at the end of each Spanish-language commercial.
A moment in the Tío Sam ad from the Anthem 3 campaign
The ad team hired Mexican director and producer Simón Bross, best known for his commercial work, to create the TV ads. In addition to the three Anthem 3 spots, the brand also developed a boxing- and soccer-themed commercial to support Tecate’s platforms. The first spot was scheduled to air April 12 on national and regional Spanish-language networks Univision, Telemundo, Azteca America, Galavision, and ESPN Deportes.
Christian McMahan, CMO, Heineken USA
“Tecate understands the challenges Mexican men face from the moment they wake up. Our approach with this campaign, which differs from previous Anthem ads, was to develop situation-relevant communication delivered by everyday individuals that will help establish a stronger emotional connection with our consumers,” said Christian McMahan, chief marketing officer, Heineken USA.
The campaign also includes new radio commercials that are a follow up to the Disclaimer spot, one of a series of radio ads rolled out in 2009. Each ad was designed to target consumers during various touch points of their day. The messages poke fun at men with ritualistic morning, day, or evening behaviors that some may consider less than manly or lacking character.
The radio ads are due to air on Univision Radio and other national and regional Spanish-language radio networks. Television, radio and out-of-home ads will be placed by Tecate’s media buying and planning agency MediaVest 42 Degrees.
Manuel Wernicky, president, CIO and managing partner, Adrenalina
“Two years ago when we started this campaign, we brought these men out of the shadows. This year, we’ve given them a name,” said Manuel Wernicky, president, chief ideas officer and managing partner, Adrenalina.
The commercial titles, produced by Cortez Brothers/García Bross in two months, are Gran Manzana, Toro, Box, Fútbol and Tío Sam. Staff involved in the project include: Eduardo Martinez, director of photography; Ivar Rodríguez, associate creative director; Ismael Díaz, art director; Julian García, copywriter; José Escobar, agency producer; Yonathan Bendesky, senior brand leader; and Ed Rivero, executive producer, Production House. The post production was the work of Wild Child Post.
Heineken USA Inc. is a subsidiary of Heineken International BV importer of: Heineken beers, Amstel Light, Newcastle Brown Ale, Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Adrenalina New York is part of the MDC Partners network.