Tecate Gets Real in 2003

CHICAGO Tecate says if you are not authentic, you don’t belong in its new campaign promoting the Mexican beer.

Three TV spots airing on major Spanish-language television networks introduce a new tagline, “You can tell what’s authentic,” created by Leo Burnett Hispanic agency Lapiz in Chicago.

The first spot breaks this month and shows a magician changing women into various makings for a good shot of Tecate, such as a Tecate can and a container of salt. But when the magician fails to transform the third woman into a lime to complete the Mexican mix, he is booed off the stage as not being an authentic Tecate drinker.

Tecate, imported by Labatt in Norwalk, Conn., is consumed with salt and lime.

“The campaign’s goal is to appeal to core consumers but also target second- and third-generation Mexican Americans,” said Laurence Klinger, vice president, executive creative director at Lapiz.

The two other spots break in March. The campaign is the first work from Lapiz.

Campaign spending is undisclosed. Tecate spent nearly $2 million on advertising from January through October 2002, according to CMR.