Tecate Sings Another 'Anthem' for Hard-Working Men

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Building on last year’s “Anthem” campaign, Mexican beer brand Cerveza Tecate has unleashed a series of spots linking its bold taste with masculinity.

Tecate, which is distributed by Heineken USA, has a strong following among Mexican male immigrants, per the company. It changed its tagline last year from “Flavor with character” to “With character” to better connect with that target. TV, print, outdoor and radio ads running last year showed Tecate drinkers tackling life’s challenges with unusual gusto.

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