Tecate Light, the Mexican light beer with full cerveza flavor, announces the return of its award-winning ad campaign "Papás", anchored on the brand's tagline "Por los que quieren más" or "For those who want more." Three Spanish-language spots are now airing on Univision, Telemundo, Azteca America and Estrella TV in markets where the beer is available, including Arizona, California and Texas.
"With this installment of Tecate Light's 'Papás' campaign, we're creating continuity of two characters that connect emotionally with the brand's core consumer, Mexican men making a living in the U.S. Most importantly, by incorporating humoristic and visual elements that only they would understand, Tecate Light is further positioned as an authentic Mexican light cerveza that offers them much more than just another light beer option," said Christian McMahan, CMO of Heineken USA.
The three 30-second spots, enhanced with Mexican slang, humor and culture, feature two Mexican parents whose son, José, lives in the U.S. and insists on drinking light beers that don't compare to the bold flavor of Tecate Light. In one of the ads, for example, the mother, who believes that her son has been cursed into drinking other brands, performs a limpia, or a cleansing, on his portrait. In the second commercial, the parents become clearly agitated as the local water boy walks by the house offering his services, reminding them that their son prefers watered-down beers.
The third and final ad begins with an American couple pretending to be José's parents who talk to him in a heavily-accented Spanish. They are soon ushered out by the real mother and father, who exclaim, "Since you keep drinking light beer from over there, does it mean you're also looking to replace us?" The ad humorously closes with the American and Mexican dads comparing their pronunciation of "light beer."
The three TV spots were directed by Simón Bross, who was also tapped to help create Tecate's "Anthem 3" campaign released in April 2010. Adrenalina, the brand equity's advertising agency in New York City since 2007, created the ads, while Media Vest's MV42 Degrees was responsible for the media buy.
The creative campaign also includes radio spots, out-of-home and retail marketing presence created by Adrenalina.
"The Papás have become iconic characters who represent the different mindsets newcomers experience as they straddle two worlds," said Manuel Wernicky, President, Chief Ideas Officer and Managing Partner, Adrenalina.