Beer

Tecate and Tecate Light Kick Off National Retail Program to Celebrate Carácter of Adult Football Fans

Mexican beer brands Tecate and Tecate Light, whose slogan is "cervezas con carácter," have announced the launch of their annual national retail program focused on helping U.S. Hispanics 21 and older celebrate their passion for football from the moment they buy the essentials needed for a viewing party at home or a tailgate.

The brand equity will place bilingual thematic POS materials with the slogan "A Man Knows How to Choose His Team" (a reference to Tecate and Tecate Light), cross-merchandise and consumer promotions at off-premise locations across the country between Jan. 1 and Feb. 15, 2013.

"Tecate and Tecate Light offer the increasing number of Hispanic men watching football a beer choice that celebrates their boldness and carácter, while providing them with exclusive offers designed to enhance their viewing parties or tailgating celebrations," said Felix Palau, Vice President of Marketing for the Tecate equity. "Our thematic retail program falls in line with our successful sports marketing platform as well as our commitment to provide retailers with the relevant programs and tools they need to make adults feel closer to their favorite sports."  
 

As part of the 2013 program, Tecate will offer consumers a text-in sweepstakes where shoppers 21 and older can enter daily from Jan. 1 – Feb. 15, 2013 for the opportunity to win branded tailgating solutions. Prizes include Tecate football grills, Tecate rolling coolers, official Tecate tailgating chairs and for the first time ever, Chicas Tecate Football Bobble Head Dolls. Furthermore, instant rebate offers will help consumers save on the essentials for their football parties, including salty snacks and ice, with the purchase of Tecate product. All offers will be available in states where the law allows.

According to Mintel Sports Marketing, in 2011 over 33 million Hispanics watched televised NFL games and over 10.4 million Hispanics watched the Super Bowl, specifically. Capitalizing on the growing market of Hispanics who are interested in football, the promotional materials designed for 2013's national retail program are available in both English and Spanish, giving retailers the opportunity to showcase what is most relevant to their consumers.

The bilingual football-themed POS materials include price cards, tuck cards and cooler decals,   prominently featuring brand ambassadors (Chicas Tecate) decked in Tecate-red or Tecate Light-blue outfits, as well as product shots of Tecate and Tecate Light bottles and cans. This year, the brand will also debut big towers that include images of a football player's locker and life-size photos of the Chicas Tecate.

The Tecate equity's 2013 football-themed retail program was developed by Dieste. Tecate and Tecate Light are imported exclusively by Heineken USA.

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