This September, White Plains, N.Y.-based Heineken USA’s Tecate Light is extending its Born Bold program to capitalize on Mexican Independence Day celebrations, the company says. By tapping into Mexican-American duality, Tecate Light is encouraging bi-cultural LDA+ consumers to celebrate the authentic Mexican holiday with its beer, it says. The Born Bold program is supported with national TV spots, digital and social media, and Independence Day focused bilingual messaging on point-of-sales (POS) and displays, the company adds,

“While many Americans have large celebrations for Cinco de Mayo, bi-cultural Mexican-Americans know that the authentic Mexican Independence Day is Sept. 16,” explained Jonathan Simpson, commercial marketing portfolio director at Heineken USA, in a statement. “Tecate Light is targeting traditional Mexican celebrations, including Mexican Independence Day to connect with Hispanic and Mexican-American shoppers and redefine the light category. Through its bold and targeted messaging, Tecate Light is experiencing impressive growth year over year while the domestic premium light category continues to decline.”

Born Bold partnerships with targeted digital platforms including Ibotta and Crisp will run through Oct. 1 to help fuel consideration and put Tecate Light on consumers’ shopping lists, the company says. At retail, attention-grabbing POS with bicultural Spanish and English language Mexican Independence Day messaging will drive conversion at the point of purchase, it adds. Cross-merchandising promotions with El Jimador Tequila and salty snacks encourage retailers to create occasion centric dual product displays resulting in higher basket rings and repeat purchases.

After shopping, Tecate is inviting shoppers to celebrate making the switch to Tecate Light on Facebook with a continuation of the Born Bold Sweepstakes offering a chance to win a VIP trip to Playa Del Carmen, Mexico.

Tecate’s Mexican Independence Day Born Bold promotion will run from Sept. 1 to Oct. 1.