This Macho Ad is the First Tecate National Campaign in the US
Rebecca Byers — April 12, 2016 — Marketing
References: adweek
This brooding new commercial for Mexican lager Tecate Light marks the beginning of the brand's first national campaign in the United States. Brewed by Mexican Heineken subsidiary Cuauhtémoc Moctezuma, Tecate Light is the fastest growing light beer in the United States based on brand loyalty from bicultural consumers alone.
Created by the brand's American ad agency Saatchi & Saatchi New York, the 'Be Bold' campaign is targeted at bilingual consumers who often go back and forth between their roots in Mexico and those in American culture. While stating that the brand's secondary market is the general population at large, the brand hopes to maintain its connection with the bicultural demographic in the United States, with iconic Hispanic athletes coxing superstar Canelo Alvarez and soccer referee Ramos Rizo starring in the ad spot.
Created by the brand's American ad agency Saatchi & Saatchi New York, the 'Be Bold' campaign is targeted at bilingual consumers who often go back and forth between their roots in Mexico and those in American culture. While stating that the brand's secondary market is the general population at large, the brand hopes to maintain its connection with the bicultural demographic in the United States, with iconic Hispanic athletes coxing superstar Canelo Alvarez and soccer referee Ramos Rizo starring in the ad spot.
Trend Themes
1. Bicultural Advertising - Disruptive innovation opportunity: Explore new creative approaches to target and engage bilingual consumers who navigate between two cultural identities.
2. Ethnic Beer Marketing - Disruptive innovation opportunity: Develop strategies to tap into the growing market of bicultural consumers and create culturally relevant messaging to promote beer brands.
3. Brand Loyalty Among Bicultural Consumers - Disruptive innovation opportunity: Discover ways to foster brand loyalty among bicultural consumers by understanding their unique cultural experiences and values.
Industry Implications
1. Advertising and Marketing - Disruptive innovation opportunity: Embrace diversity and inclusivity in advertising campaigns to effectively reach and connect with bicultural consumers.
2. Brewing Industry - Disruptive innovation opportunity: Rethink product development and marketing strategies to cater to the specific preferences and cultural influences of bicultural beer enthusiasts.
3. Cross-cultural Engagement - Disruptive innovation opportunity: Develop cross-cultural programs and initiatives to bridge the gap between different cultural communities and promote understanding and acceptance.
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