Tecate Light takes advantage of authentic Mexican Celebrations to drive sales.
Tecate Light is extending its Born Bold program this September to push sales during authentic Mexican Independence Day celebrations.
Tecate Light is encouraging bi-cultural consumers celebrate the holiday with a bolder tasting light beer. National TV spots, digital and social media and Independence Day focused bilingual messaging are supporting the Born Bold program.
“While many Americans have large celebrations for Cinco de Mayo, bi-cultural Mexican-Americans know that the authentic Mexican Independence Day is Sept. 16,” explained Jonathan Simpson, commercial marketing portfolio director, 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 will run 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 shop, Tecate is inviting shoppers to celebrate making the Bold 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 – Oct. 1.