POSITIONING Tecate Crosses Borders To Reach Mexican Men Heineken effort depicts Mexican males as US. working class heroes. By DeLta DE LAFUENTE USS. MARKETERS HAVE RARELY portrayed ‘Mexican immigrants as heroes among ‘America’s working class. Buta campaign from Tecate diseributor Heineken USA will feauue a distinet message about the unsung Mexiean men who come here in search ef better lives. ‘The Aispanie effort begins to roll out this week via TV, print, radio and outdoor. Pro" motional events. and sponsorships will sup port. The campaign targets Mexiean male immigrants, who have ‘made ‘Toeate the lead ing brand in Mexico, per the company. “The effort isthe first for Tecate from Hispanic ad shop Adzenalina, New York, which won the account in November ‘Tecate will increase its ad spend this year Stuckin the middle: TV ad shows ‘why this hombre deserves a Tecate by 15%, according to brand manager Car los Boughton. In 2007, Teeate spent an estimated $13 million in Hispanic media, pet Nielsen Monitor Plas “The campaign is designed to further define the brand's identity as both being boldand masculine. “Ourstrategy iso 02! ebrate the neweomer consumer” sal Ken Kunze, CMO at Heineken USA, White Phains, NY. "What a sgreat way co make the emotional connection swith them, by recogni ing and’ celebrating ‘everything they do.” Three go-second spots will feature well- known Mexican actors and boxer Juan Manuel Mates. They will rin ‘on Univision, Telemundo, and various ‘ableand independent networks. The mes nulilayered, with symbolic euler nuances that are both serious and Ihumorous. Italo sheweases the social sig nificance and influence of the Mexican tnale consumer who, atthe end ofthe day, is worthy ofa fallbodied Tecate "An in-your-face image of Marquez with 2 towel sound hle nec hall, “Poros to tran la tall” For those who don't throw in che towel"). A scene aa wedding: ‘makes a humorous point about dete nation, We see a groom, flanked by his beautiful new bride and his notso eaut- ful new motherilaw A voiceover states, “Pork que saben quel xs poner igual te sug —5 ns rjan "Ror those vwho know his wifes ‘mocherinlaw—and: ‘The former tag, “Sabor cow carter” (Flavor with character”) has been tweaked to read: “Iwate. Con Carter” (Tecate. With Character) “Tecate is having a nice run, "said Benj Steinman, president at Beer Maer’ Insights, Wiest Nyack, NY. “Par ofthe rea son they did very wel last year, and why itis doing very wel tis year, is because ics reasonably priced.” Steinman said Tecate sells on average for $17.69 per ease in supermarkets compared with Corona, which averages $2873 per case. Tecate is the No. import beer in the US, with an 8% increase in shipments last year, per ‘Beer MarkatersDnvghts, Corona inthe eat gory leader. deadly Onin cam