NEW YORK -- This September, Tecate Light will extend its Born Bold program with in-store and other promotions to capitalize on Mexican Independence Day celebrations.
By tapping into Mexican-American duality, Tecate Light is encouraging bicultural legal-drinking-aged consumers to celebrate the authentic Mexican holiday with a bolder tasting light beer. The Born Bold program is supported with national TV spots, digital and social media, and Independence Day-focused bilingual messaging on POS and displays.
“While many Americans have large celebrations for Cinco de Mayo, bi-cultural Mexican-Americans know that the authentic Mexican Independence Day is September 16,” said Jonathan Simpson, commercial marketing portfolio director for Heineken USA. “Tecate Light is targeting traditional Mexican celebrations, including Mexican Independence Day to connect with Hispanic and Mexican-American shoppers and redefine the light category. Through its bold and targeted messaging, Tecate Light is experiencing impressive growth year over year while the domestic-premium-light category continues to decline.”
Born Bold partnerships with targeted digital platforms including Ibotta and Crisp through Oct. 1 to help fuel consideration and put Tecate Light on consumer’s shopping lists. At retail, attention-grabbing POS with bicultural Spanish- and English-language Mexican Independence Day messaging will drive conversion at the point of purchase. Cross-merchandising promotions with El Jimador Tequila and salty snacks encourage retailers to create occasion-centric dual product displays resulting in higher basket rings and repeat purchases.
Post the shopping occasion, Tecate is inviting shoppers to celebrate making the switch to Tecate Light on Facebook with a continuation of the Born Bold Sweepstakes offering a chance to win a VIP trip to Playa Del Carmen, Mexico.
Tecate’s Mexican Independence Day Born Bold promotion runs from Sept. 1 through Oct. 1.
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