Tecate Kicks Off Bilingual Football Retail Program

Published in CSP Daily News

POS materials, promotions will celebrate Hispanics' passion for football

NEW YORK -- With the Super Bowl around the corner, Tecate and Tecate Light are launching a national retail program to honor the growing number of adult Hispanics watching the sport.

Mintel Sports Marketing estimates more than 33 million Hispanics watched televised NFL games, with more than 10.4 million Hispanics tuning into the Super Bowl. To celebrate this passion, the brand equity will provide both English and Spanish POS materials using the Tecate-referencing slogan "A Man Knows How to Choose His Team" and run consumer promotions at retail locations nationwide.

Vice president of marketing for the Tecate equity Felix Palau sees a natural fit between his brand and this kind of themed promotion.

"Tecate and Tecate Light offer the increasing number of Hispanic men watching football a beer choice that celebrates their boldness and caracter, while providing them with exclusive offers designed to enhance their viewing parties or tailgating celebrations," he said in reference to the Jan. 1 through Feb. 15, 2013, promotion. "Our thematic retail program falls in line with our successful sports marketing platform as well as our commitment to provide retailers with the relevant programs and tools they need to make adults feel closer to their favorite sports."

As part of this year's program, the brand is debuting big towers featuring images of a football player's locker and life-size photos of brand ambassador, Chicas Tecate. Other football-themed POS materials will include price cards, tuck cards and cooler decals, prominently featuring Chicas Tecate sporting Tecate-red or Tecate Light-blue, as well as Tecate and Tecate Light bottle and can product shots.

The consumer promotions include a text-in sweepstakes and instant rebates on tailgate and viewing party accessories (such as salty snacks and ice) with the purchase of Tecate products. Prizes for the texting sweepstakes will include (for the first time ever) Chicas Tecate Football Bobble Head Dolls, as well as tailgating solutions such as Tecate football grills, and rolling coolers, tailgating chairs.