Tecate Gets Real in Hispanic TV Spots

BOSTON Tecate beer is launching a national Hispanic campaign tagged, “Lo authentico se reconoce” (“You can tell what’s authentic”).

Three spots will air on Spanish-language TV networks, inviting consumers into “The world of Tecate,” where imposters aren’t welcome. The campaign, estimated in the low seven-figure range, is from Publicis Group’s Lapiz, Chicago.

One commercial, titled “Mago,” shows a magician turn a woman in a red dress into a Tecate can and a woman in a white dress into a saltshaker. He’s booed from the stage, however, when he transforms a third woman, wearing a green dress, into a lemon, instead of a lime. The message: an authentic Tecate drinker knows how to enjoy the beverage, with salt and lime.

The campaign tries to reinforce Tecate’s “new personality,” which Victor Melendez, client director of marketing, described as “audacious, brave, self-confident and hardworking.”

Ads will appear on Telemundo, Telefutura, Univision, Galavision and elsewhere. Radio executions are also in the mix. The brand is distributed by Norwalk, Conn.-based Labatt USA.

—David Gianatasio