Tecate announces new boxing campaign
Import beer brand’s program features daily sweepstakes
Tecate, a Mexican import beer brand of White Plains, N.Y.-based Heineken USA, is encouraging boxing fans of legal drinking age to elevate their viewing occasions by choosing the bold taste of Tecate for the season’s big fights in its newest marketing campaign, the company says. Running from Sept. 1 through Oct. 31, Tecate’s We’ve Got Your Back program, featuring national TV spots, on- and off-premise activation, digital partnerships and a daily sweepstakes, will bring boxing fans together to celebrate leading up to the main events, it adds.
“Tecate and sports viewing go hand-in-hand, and our consumers are more than 20 percent likely to watch sports versus those of the leading domestic light brand,” said Juan Carlos Montes, shopper marketing manager for Tecate, in a statement. “Tecate is helping consumers turn their sports viewing occasions into ritualistic gatherings where fans get together to celebrate. Our powerful Black Eagle symbolism and boxing superstar, Canelo Alvarez, will team up throughout Tecate’s We’ve Got Your Back program to create a brotherhood our fans can become a part of and make this year’s celebrations as bold as they can be.”
The program will be supported by national TV spots in English and Spanish that feature Canelo Alvarez and Tecate’s Black Eagle. Tecate will keep fans engaged with a daily sweepstakes inviting consumers to enter for the chance to win the ultimate viewing package including a TV, a surround-sound system, mini refrigerators, glassware and other instant prizes. Geo-targeted desktop and mobile ads on relevant sites and owned social media channels will drive users to the sweepstakes website hub to enter, the company says.
At retail, in-store sampling (where legal) will encourage trial, while point-of-sale materials, including pole toppers, price cards, base wraps and standees, will drive shoppers to digital experiences and the daily sweepstakes. Additionally, Tecate is partnering with an on-demand delivery service to bring Tecate to shoppers’ doors, it says.
Consumer sampling, branded signage, including table tents, posters and standees, and Tecate drink offers through TAB Services’ in-app media will encourage purchase of Tecate and sweepstakes participation in on-premise accounts, it adds.
Montes continued: “Mexican imports drove 88 percent of the import beer segment’s growth. Tecate Light is on fire, outperforming the beer category and Mexican import segment with 46 percent growth [year-to-date] (YTD). Tecate’s We’ve Got Your Back provides retail and on-premise operators with all of the elements they need to capitalize on this growing segment and Tecate’s authority with boxing.”