Beverage News

Tecate launches ad campaign for Spanish-speaking men

Campaign includes TV, radio and out-of-home ads

April 22, 2013
/ Print / Reprints /
ShareMore
/ Text Size+

Tecate, a brand of White Plains, N.Y.-based Heineken USA, launched a new advertising campaign targeted at Spanish-speaking men in the United States. Titled "Es Fácil Ser Hombre" ("It's Easy Being a Man"), the campaign is comprised of three TV spots featuring light-hearted, real-life situations that are relatable to men, showing how they use their ingenuity, wit and humor to resolve them without losing their carácter. Additionally, the campaign includes radio spots and out-of-home ads, which will run in key markets in the United States as well as Mexico. The campaign was created by Olabuenaga Chemistri, Tecate's advertising agency of record, based in Mexico City.

"For the past few years, we have been building upon Tecate's values, which include carácter, masculinity and ingenuity, and [we] are excited to see those traits exemplified in this campaign," said Felix Palau, vice president of marketing for Tecate, in a statement. "Since the ads are running in Mexico and the U.S., to ensure consumers on both sides of the border are being exposed to the same messaging, we had to ensure the scenarios presented were relatable to all Hispanic men, not just Mexicans. We are proud of the end result and hope consumers enjoy the light-hearted nature of this campaign."

In the first 30-second spot titled "Boda" ("Wedding"), the bride throws the bouquet and is confused when it bounces back. After a few tries, the camera turns to reveal a man jumping in to throw the flowers back to the bride. The spot ends with the narrator saying, "A man prefers an uncomplicated life." The second spot in the campaign, titled "Llaves" ("Keys"), shows a man coming home late from a night out. When he tries to open the door, he realizes he does not have his keys and uses his cell phone to call for help. A group of mariachis show up to serenade his wife, which leads to her opening the door and letting him in without knowing he had forgotten his keys and without reprimanding him for coming home so late. The narrator closes the spot with, "A man knows there is always another way in." The third and last spot, "Pétalos" ("Petals"), shows a woman coming home and finding a path of rose petals and candles that lead her down the hall. The path ends in front of the refrigerator, and upon arriving, she hears her husband calling from another room: "Honey, since you're already in the kitchen, could you please bring me a Tecate?" The narrator finishes by saying, "A man knows how to get what he wants."

The Spanish-language radio and out-of-home advertisements follow the same tone and humor as the TV ads. The first of the three 60-second radio spots, "Pregunta" ("Question"), opens with a woman pressing her husband to ask for directions when they find themselves lost while driving. She is surprised when the man agrees and even more so when her husband pulls over to inquire about the score of the soccer game. The spot ends with the narrator saying, "A man only asks questions when it's necessary." In the second radio spot, "Teléfono" ("Telephone"), a man tells his male friend he needs to leave the bar to go home and is chastised for wanting to leave just to please his wife. The main character calls home to check in, and upon hearing his wife's angry response, he pretends to be a pizza delivery man, hangs up the phone, and decides to stay at the bar. The narrator finishes the spot saying, "A man knows how to test the waters." The third and last radio spot, "Película" ("Movie"), begins with a man asking his girlfriend if she'd like to stay in for a movie night at home. When the woman states she loves the idea, the man says: "That's great! I do want to go out with my friends, so I'll see you later!" A narrator closes the spot with, "A man takes advantage of any oversight."

The first out-of-home creative features a puppy with the word "anzuelo" ("hook"), while the second one shows a pair of sunglasses at the beach, reflecting a beautiful woman and the word "escáner" ("scanner") written underneath. The radio and out-of-home creative is tied to the campaign by using the brand tag line, "Es Fácil Ser Hombre. Con Carácter."

The "Es Fácil Ser Hombre" advertising campaign will launch nationally, with particular emphasis in the brand's key markets of California, Texas, New Mexico, Arizona and Illinois. Handled by MediaVest MV42, the media buy includes Univision, Telemundo, Unimas, Galavision, Estrella TV, Fox Deportes, ESPN Deportes, Univision Deportes, Azteca, LA TV and Nuvo TV channels.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.

Podcasts

Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI October 2014 cover

2014 October

The October 2014 Beverage Industry includes a cover story on our 2014 Executive of the Year, Keurig Green Mountain's CEO Brian Kelley, as well as articles about bottled water consumption, whey nutrition, and more. Check it out today!

Table Of Contents Subscribe

Bottled Water Trends

Which bottled-water trend will fare the best in 2015?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!