WHITE PLAINS, N.Y. -- Heineken USA will encourage sampling of its Tecate beer with pole toppers, price cards, base wraps and standees at retail locations as part of its renewed boxing campaign. It also will partner for on-demand deliveries on fight nights to bring the beer to consumers' door.
Tecate’s We’ve Got Your Back program, featuring national TV spots, on- and off-premise activation, digital partnerships and daily sweepstakes, will bring boxing fans together to celebrate leading up to the main events.
“Tecate and sports viewing go hand in hand, and our consumers are more than 20% likely to watch sports vs. those of the leading domestic light brand,” said Juan Carlos Montes, shopper marketing manager for Tecate. “Tecate is helping consumers turn their sports-viewing occasions into ritualistic gatherings where fans get together to celebrate. Our powerful Black Eagle symbolism and boxing superstar Canelo Alvarez will team up throughout Tecate’s We’ve Got Your Back program to create a brotherhood our fans can become a part of and make this year’s celebrations as bold as they can be.”
We’ve Got Your Back will be supported by national English and Spanish TV spots featuring Alvarez and Tecate’s iconic Black Eagle. Tecate will keep fans engaged by running daily sweepstakes inviting consumers to enter for the chance to win the ultimate viewing package, including a TV screen, surround system, mini fridges, glassware and other instant prizes. Geotargeted desktop and mobile ads on relevant sites and social media channels will drive users to the sweepstakes website hub to enter.
At retail, in store sampling (where legal) will encourage trial and promote Tecate Light’s bold flavor profile. Point-of-sale (POS) materials will drive shoppers to digital experiences and the daily sweepstakes. For those who can’t bear to miss a minute of the action, Tecate is partnering with an on-demand delivery service to bring Tecate straight to shoppers’ doors.
“Mexican imports drove 88% of the import beer segment’s growth" Montes said. "Tecate’s We’ve Got Your Back provides retail and on-premise operators with all of the elements they need to capitalize on this growing segment and Tecate’s authority with boxing.”
Tecate’s We’ve Got Your Back Campaign runs Sept. 1 through Oct. 31.
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