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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Boughton said the new ads aim to connect with consumers emotionally by demonstrating that besides the financial crisis, Mexican immigrants of all ages have toiled with struggles of their own all this time. “The work that you do is both difficult, but also so relevant, so important and extremely tough, that very few people can actually do what you do,” he said.

In a Millward Brown test with consumers, the research agency found the ad ranked in the top 10 percent of all Spanish ads ever tested, as well as the top 6 and 2 percent, respectively, of all ads ever tracked for enjoyment and believability.

“The crux of our creative is, ‘Yes, the beer has a bolder taste,’ but if you look at the consumer who drinks this type of beer and the product, the brand itself—all of these things together have character,” Adrenalina president Manuel Wernicky said. “You can’t escape the news on Wall Street and the hardships right now, but if you look at where these immigrants come from, their best friend, the one that they’ve always known, has been one called ‘crisis.’”

Beer sales overall have been flat. The category was up 0.5 percent in 2008, per Benj Steinman, editor of Beer Marketer’s Insights. Tecate's sales have been doing well in recent years, with a 9 percent increase as of 2008. Steinman said much of that comes from the fact that the brand's advertising is extremely target audience-focused, as well as the product's affordable price point.