Over 33 million Hispanics watched NFL games last year – an increase of more than two million viewers from the previous year, according to Mintel Sports Marketing. Tecate and Tecate Light worked with Dieste, a multicultural advertising agency, to capitalize on these growing numbers. The duo created a national retail program focused on helping U.S. Hispanics 21 and older celebrate their passion for football and the natural drinking occasion that the sport presents.
Bilingual products and promotions with the slogan “A Man Knows How to Choose His Team” were placed at locations across the country between January 1 and February 15, 2013. “Tecate targets men with character (the brand’s motto is cervesas con caracter), and in that definition are men who are confident about their decisions, whether it’s football teams or their choice of beer,” says Felix Palau, vice president of marketing for the Tecate equity.
As part of the program, Tecate offered consumers a text-in sweepstakes allowing shoppers to enter daily for the opportunity to win branded tailgating items. Prizes included Tecate football grills, rolling coolers, tailgating chairs and Chicas Tecate football bobblehead dolls. “The Tecate football sweepstakes drew shoppers in and engaged them at retail by providing them with prizes relevant to football,” says Palau. “Winners were announced each day in an effort to continue generating interaction.”
More than 20 states participated in a rebate program that helped consumers save on the essentials for their football parties, including salty snacks and ice, with the purchase of Tecate products. “We promoted the coupons, including the partnership with DELIMEX on the Tecate Facebook page, and encouraged consumers to participate in the text-in contests at their local stores,” Palau says.
Bilingual point-of-sale materials include price cards, tuck cards and cooler decals, prominently featuring brand ambassadors (Chicas Tecate) decked in red and blue outfits, as well as product shots of Tecate and Tecate Light bottles and cans.
Given the changing landscape of U.S. Hispanics, Tecate was forced to find ways to connect with bicultural millennials. “While our media mix for Tecate has been relatively traditional, this year we are expanding our digital efforts,” Palau says. “We make it a point to align ourselves with sports that share the characteristics of our brand. By doing what we can to help consumers feel closer to their favorite sport, we keep the brand top of mind among our target.”
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