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May 09, 2009

Tecate Light speaks to ‘Para los que quieren más’.

May-07-2009

Tecate Light launched its second

dual-language advertising campaign
under the tag line “ or “For those who
want more.” The two distinct Spanish-
and English-language executions will
connect with Mexicans and Mexican-
Americans living in Ariz., Calif., Colo.,
Ill., N.M., Nev., Okla., and Texas.

The Spanish-language ads are a

continuation to the well-received
2008 “Papás” TV spot, where
concerned Mexican parents adopt
various methods to try to convince their adult son living in the U.S. not to settle for
other, less flavorful light beers. In one ad, the father attempts to guilt trip his son by
sharing that people on the street now call him “aguador” (Water Boy’s Dad). In the
second spot, the father calls other light beers as the first step on a “slippery slope”
which will ultimately lead to fruity piña coladas and cantaloupe margaritas. Finally, the
third ad takes a more didactic approach where the parents compare the difference in
flavor between Tecate Light and another light beer, to the degree of spiciness between
a jalapeño and a bell pepper. All three :30 spots will air on Spanish-language
networks, including Univision, Telemundo and Telefutura affiliates.

Directed towards U.S.-born adults of Mexican descent, the English-language “Changes”

campaign takes a different approach by celebrating the accomplishments of Mexican-
Americans. In two separate :30 spots, well-known celebrities, such as boxer Oscar de
la Hoya, are shown in dynamic vignettes designed to highlight how they have shaped
today’s American culture, thus forging a path to success for Mexican-Americans. These
will be seen by consumers on various networks such as ABC, CBS, CW, FOX and NBC.

“As the second- and third-generation Hispanic population continues to grow in the U.S.
and they become more empowered than ever, it is important for brands such as Tecate
Light to remain relevant by speaking to them in their language of choice,” said
Christian McMahan, CMO of Heineken USA. “This campaign symbolizes a continuation
of our effort to connect with both Hispanic and Mexican-American adults through
humoristic ads that leverage our understanding of our consumers’ culture, passions
and role in the U.S.”

The creative, which also includes dual-language radio spots and out-of-home creative,
was developed by Tecate Light’s New York City-based agency-of-record Adrenalina.

“U.S. born, English-speaking Hispanics are a marketing conundrum,” said Manuel

Wernicky, president, chief ideas officer and managing partner, Adrenalina. “Marketers
today can’t possibly think that just by simply speaking in English, or casting Latinos
who speak the language, that you are going to reach them – they are a moving
target. Our ‘Changes’ Tecate Light campaign aims to build an emotional psyche by
celebrating the countless changes and the impact that Mexican Americans have made
on America’s consciousness.”

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HispanicAd -News- http://www.hispanicad.com/cgi-bin/news/newsarticle.cgi?article...

The brand’s media buying and planning agency, MediaVest, will be responsible for
placing the ads which will run through the first quarter of 2010.

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