Tecate was the fourth-ranked imported beer in the U.S. when my team received the account. I am proud to say that by 2007, it had risen to third place. Tecate basically owned EVERYTHING Mexican, from soccer to boxing to car racing to music to "Chicas", everything a good Mexican guy could care about.
Branding Across Different Platforms
Speaking Spanish Doesn't Mean Speaking to Them
Tecate NEW Look
In 2007, Tecate had a big evolution. We changed its packaging and branding to a more modern, chromed look that was bolder and more masculine, with a new brand positioning that resonated better with its demographic. The new tagline: Tecate Con Carácter(with character).
To attract Mexican men, we engaged LAS SENADORAS, TV personalities who host a very popular sports show on UNIVISION called República Deportiva.
In this very successful campaign, the beautiful ladies became brand ambassadors for Tecate, with personal appearances at key events. The POP materials consisted of calendars, case cards, price cards, posters, life-size displays, and more.
WORLD CUP 2006
Tecate put together its own team with Mexican soccer legends.
The brand invited the Tecate consumer to be part of the team and to travel with them to Germany to watch the matches of the Mexican National Team during the 2006 World Cup.
A Coherent Brand Voice Is "ESENCIAL"
Connect the Brand Through Passion Points
Long Beach GRAND PRIX
During April, Tecate owns Long Beach. The Grand Prix has become a great asset for the brand. This award-winning display was used three years in a row; it’s one of the pieces I am most proud of as an art director.