Tecate Promotion Gears Up for Summer 'Con Caracter'

National retail program to provide adults with essentials for outdoor grilling

WHITE PLAINS, N.Y. -- The Tecate and Tecate Light beer brands have kicked off a national shopper marketing program across thousands of retail locations, including convenience stores, aimed at giving adult consumers the essentials they need for spring and summer outdoor celebrations. The Spanish- and English-language "Gear Up" campaign, which includes a sweepstakes, cross-merchandising offers and thematic point-of-sale (POS) materials, will be in market through April 2014.


"Our consumers are men of caracter and are constantly looking for ways to make any experience a little bolder," said Gustavo Guerra, brand director for Tecate. "With 75% of U.S. Hispanics believing that grilling will make a hangout with family and friends more fun, we saw a unique opportunity to help them create an authentic summer celebration. By giving our consumers the opportunity to 'Gear Up' with grilling essentials, we're creating a relevant shopping destination at retail that will help increase basket rings during a key beer consumption period."

The "Gear Up" campaign is centered on a text-to-win sweepstakes that gives consumers the chance to win Tecate Light can-shaped grills, rolling coolers and Tecate Coleman chairs featuring a detachable cooler and beer holders on its arms. There is no purchase necessary for consumers to enter or win. Bilingual POS, including tuck cards, poletoppers and floor decals, as well as the sweepstakes prizes themselves help delineate the attention-grabbing shopping area at large- and small-scale retailers across key U.S. markets.

With the purchase of Tecate or Tecate Light bottles or cans, consumers will also be able to take advantage of valuable cross-merchandising mail-in and instant rebate offers on items such as charcoal, meat, tequila, nonalcoholic beverages, disposable plates, cups and utensils that will help round out their grilling occasion.

The "Gear Up" retail program was developed by Cultur8 for Tecate and Tecate Light.

Heineken USA, White Plains, N.Y., is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale, Strongbow cider and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.

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