Tecate Sings Another 'Anthem' for Hard-Working Men | Adweek Tecate Sings Another 'Anthem' for Hard-Working Men | Adweek
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Tecate Sings Another 'Anthem' for Hard-Working Men

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Building on last year's “Anthem” campaign, Mexican beer brand Cerveza Tecate has unleashed a series of spots linking its bold taste with masculinity.

Tecate, which is distributed by Heineken USA, has a strong following among Mexican male immigrants, per the company. It changed its tagline last year from “Flavor with character” to “With character” to better connect with that target. TV, print, outdoor and radio ads running last year showed Tecate drinkers tackling life’s challenges with unusual gusto.

New ads, via lead agency and Hispanic marketing shop Adrenalina, New York, started running this month and reprise that theme. However, the new campaign, dubbed “Anthem 2,” takes on a more dynamic storytelling approach. (Previous ads consisted of a voiceover narrating a series of vignettes.)

One spot opens with a real-life butcher carrying a freshly skinned cow on his back. Other variations include a line cook, at the request of his superior, lifting a pot full of hot spaghetti with his bare hands. Another shows a Mexican worker departing with his hard-earned wages at the wire transfer counter after looking at a picture of his mother.

The ads will run on all Hispanic networks, including Univision and Telemundo. There also will be radio spots and an out-of-home component.

The company did not disclose ad spend for the campaign, but Tecate brand director Carlos Boughton said this will be the bulk of the effort through Q1 2010. (The company spent $21 million in U.S. measured media last year, excluding online, per Nielsen.)

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