Tecate Launches New Ad Campaign for Spanish-Speaking U.S. Consumers

Es Facil Ser Hombre underscores humor, wit and ingenuity of Hispanic men

Published in CSP Daily News

NEW YORK -- Tecate has announced the launch of a new advertising campaign that targets Spanish-dominant men in the United States. Titled Es Facil Ser Hombre ("It's Easy Being a Man"), the campaign is comprised of three new TV spots featuring light-hearted, real-life situations that are relatable to men, showcasing how they use their ingenuity, wit and humor to resolve these without losing their caracter.

The campaign also includes radio spots and out-of-home ads, which will run in key markets. The campaign was created by Olabuenaga Chemistri, Tecate's advertising agency of record based out of Mexico City, and is also running in Mexico.

The Spanish-language radio and out-of-home follow the same tone and humor as the TV ads.

"For the past few years, we have been building upon Tecate's values, which include caracter, masculinity and ingenuity, and are excited to see those traits exemplified in this campaign," said Felix Palau, vice president of marketing for Tecate. "Since the ads are running in Mexico and the U.S. to ensure consumers on both sides of the border are being exposed to the same messaging, we had to ensure the scenarios presented were relatable to all Hispanic men, not just Mexicans. We are proud of the end result and hope consumers enjoy the light-hearted nature of this campaign."

Es Facil Ser Hombre will launch nationally, with particular emphasis in the brand's key markets, which include California, Texas, New Mexico, Arizona and Illinois. Handled by MediaVest MV42, the media buy includes Univision, Telemundo, Unimas, Galavision, Estrella TV, Fox Deportes, ESPN Deportes, Univision Deportes, Azteca, LA TV and Nuvo TV.

White Plains, N.Y.-based Heineken USA is a subsidiary of Heineken International BV, which is the world's most international brewer. 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.