Beverage Industry

Tecate launches ad campaign for Spanish-speaking men

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

April 22, 2013

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.