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NEW YORK Tecate Light launched its second dual-language advertising campaign with the tagline “Para los que quieren más” (“For those who want more”). Two separate Spanish- and English-language executions are targeting Mexicans and Mexican-Americans living in Arizona, California, Colorado, Illinois, New Mexico, Nevada, Oklahoma and Texas. Both efforts debuted last week.
“As the second- and third-generation Hispanic population continues to grow in the U.S. and they become more empowered than ever, it is important for brands such as Tecate Light to remain relevant by speaking to them in their language of choice,” Christian McMahan, CMO of Heineken USA said in a statement.
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