More Tecate for Cartel Creativo

Sales Success Sees Brewer Boost Budget
DALLAS–Cartel Creativo, thanks to a healthy spike in Labatt USA’s specialty beer sales, will enjoy an 83 percent surge in spending for Tecate, the San Antonio agency stated.
Industry sources pegged the newly increased budget at $4-6 million to support a beer that a Tecate senior brand manager said is experiencing a 30 percent annual growth rate.
“This increase comes at a time when the import and specialty beer category is enjoying remarkable growth in comparison to declining volume in the United States’ mainstream beer category,” said Tecate’s Omar Garcia in a statement.
Competing against other Mexican imports, including Modelo’s Corona, the brand hit the airwaves in 1998 with a spot showing a Latino man running to the top of the Statue of Liberty to wave a Tecate flag.
A new television commercial for 1999 shows the beer making a similar splash in Hollywood. There a can of Tecate is given a sidewalk star in a walk-of-fame ceremony. The tag, “Llego para quedarse” (“Here to stay”), remains the same.
Agency president Victoria Hudson said the client will also step up grass-roots marketing efforts, including backing a major national soccer promotion. –Glen Fest