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Tecate Spanish language ad campaign

targeting men 21 to 34
Posted by Elena del Valle on May 12, 2010

Elena del Valle

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A moment in the Box ad from the Anthem 3 campaign
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Photos, video: Heineken USA Inc., Adrenalina HispanicMPR
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In mid April 2010, Heineken USA Inc. launched Anthem 3, a Spanish
Media
language Tecate beer ad campaign targeting Mexican men, ages 21 to 34,
People
who have lived in the U.S. less than 10 years. Three 30-second ads were Sponsors
designed to depict the journey of Mexican men trying to establish a new life Podcasts
in the United States while celebrating their character. The new ads, Press Room
available on Tecate.com and scheduled to air for one year on television, Resources
were meant to be a natural evolution from a similar campaign, Con Video
Carácter (With Character), the company launched two years ago. Scroll
down to watch the Boxing and Gran Manzana ads in Spanish.
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Created by Adrenalina, Tecate’s New York City-based advertising agency Podcast guest list
the 30-second spots feature everyday characters such as Ezequiel Peña, a Blogs
construction worker; Tomas Ortega, a window washer; and Jose Comment and
Dominguez, a truck driver. Each storyline was developed to showcase the submission guidelines
“individual boldness, masculinity, and character” these men man need to Our Privacy Policy
face life’s challenges. The producers hope that since the ads are set in New HispanicMPR.com
York and Los Angeles, consumers may relate to the situations the portray. Promotional Bags Community Guidelines
To enforce the branding the characters toast their accomplishments with a Comments and Kudos
Tecate at the end of each Spanish-language commercial. Job Ads About Us
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Segmentation by Level
of Acculturation
A moment in the Tío Sam ad from the Anthem 3 campaign
Hispanic Market
Translation Issues
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 Latino Identity and
Situational Latinidad
Anthem 3 spots, the brand also developed a boxing- and soccer-themed
Emotional Branding
commercial to support Tecate’s platforms. The first spot was scheduled to
air April 12 on national and regional Spanish-language networks Univision, Best in Class Hispanic
Strategies
Telemundo, Azteca America, Galavision, and ESPN Deportes.
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Christian McMahan, CMO, Heineken USA Happy for No Reason

Hispanic Customers for
“Tecate understands the challenges Mexican men face from the moment Life A Fresh Look at
Acculturation
they wake up. Our approach with this campaign, which differs from previous
Anthem ads, was to develop situation-relevant communication delivered by Hispanic Holiday
Shopping Patterns
everyday individuals that will help establish a stronger emotional connection
with our consumers,” said Christian McMahan, chief marketing officer, Hispanic Market
Overview
Heineken USA.
The Next Step:
Secondary Latino
The campaign also includes new radio commercials that are a follow up to
Markets
the Disclaimer spot, one of a series of radio ads rolled out in 2009. Each ad
Latino Media and
was designed to target consumers during various touch points of their day.
Hispanic Media Training
The messages poke fun at men with ritualistic morning, day, or evening
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behaviors that some may consider less than manly or lacking character. Online
Search Engine Marketing
The radio ads are due to air on Univision Radio and other national and
to Hispanics
regional Spanish-language radio networks. Television, radio and out-of-
Latino Family Dynamics
home ads will be placed by Tecate’s media buying and planning agency
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Manuel Wernicky, president, CIO and managing partner, Adrenalina Understanding the
culture before trying to
“Two years ago when we started this campaign, we brought these men out connect with it
of the shadows. This year, we’ve given them a name,” said Manuel “Bilingual Preferred”
Wernicky, president, chief ideas officer and managing partner, Adrenalina. Targeting Hispanics
requires marketing
The commercial titles, produced by Cortez Brothers/García Bross in two initiative and cultural
months, are Gran Manzana, Toro, Box, Fútbol and Tío Sam. Staff involved understanding
in the project include: Eduardo Martinez, director of photography; Ivar Business Spanish Call
Rodríguez, associate creative director; Ismael Díaz, art director; Julian Center Certification –
Improving Customer
García, copywriter; José Escobar, agency producer; Yonathan Bendesky, Satisfaction
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Comments: Be the First to Comment Oyeme! White Latinas
Have Rhythm, too!
Filed Under: Video
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