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Boxing Bicultural Beer Ads

This Macho Ad is the First Tecate National Campaign in the US

— April 12, 2016 — Marketing
This brooding new commercial for Mexican lager Tecate Light marks the beginning of the brand's first national campaign in the United States. Brewed by Mexican Heineken subsidiary Cuauhtémoc Moctezuma, Tecate Light is the fastest growing light beer in the United States based on brand loyalty from bicultural consumers alone.

Created by the brand's American ad agency Saatchi & Saatchi New York, the 'Be Bold' campaign is targeted at bilingual consumers who often go back and forth between their roots in Mexico and those in American culture. While stating that the brand's secondary market is the general population at large, the brand hopes to maintain its connection with the bicultural demographic in the United States, with iconic Hispanic athletes coxing superstar Canelo Alvarez and soccer referee Ramos Rizo starring in the ad spot.
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