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Tecate Light conecta con hombres hispanos bilingues por medio de una campaña publicitaria en ingles
  • USA - English

Comerciales de Radio y Publicidad Exterior Celebran de una forma Divertida a la Cerveza Light Como "Dangerously Bold"


News provided by

HEINEKEN USA

Apr 29, 2013, 02:08 ET

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NUEVA YORK, 29 de abril de 2013 /PRNewswire-HISPANIC PR WIRE/ -- Tecate Light, la cerveza light número uno de México y de más rápido crecimiento en el oeste de los Estados Unidos(1), lanza hoy una nueva campaña de publicidad en inglés dirigida a los millennials hispanos biculturales mayores de 21 años. La campaña, llamada "Dangerously Bold", consiste de anuncios de radio y publicidad exterior que juegan de una manera divertida con palabras en inglés y "spanglish" comunes entre los hombres hispanos con carácter en los EE.UU. La campaña fue creada por iNSPIRE!, la agencia en Dallas encargada de la comunicación en inglés de Tecate y Tecate Light.

La creatividad, que sale a finales de abril en mercados claves, fue creada específicamente para conectar con los millennials biculturales mayores de edad, quienes representan el segmento de mayor crecimiento dentro de la población hispana en los Estados Unidos. Los miembros de este grupo, cuyos intereses, humor y lenguaje reflejan su estilo de vida americano e hispano, disfrutan consumir cerveza, vivir una vida sin complicaciones, sin temor y con carácter.

El anuncio de radio de 60" inicia con sonidos audaces como el llamado de la ságuilas, que conducen a una serie de testimonios por hombres describiendo su experiencia al tomar una Tecate Light. Con humor e ingenio, el comercial mezcla el final de una oración con el comienzo de la siguiente, así creando una serie de frases entretenidas tales como, "Estas cervezas me hacen sentir peligrosamente varonil, como un hijo de… al grano, ¡es a donde estas cervezas llegan desde la primera gota!" El narrador cierra el anuncio con "Usted ha sido advertido sobre el sabor 'dangerously bold' de Tecate y Tecate Light, con carácter." La publicidad exterior consiste de una imagen de la cerveza y el eslogan "Dangerously Bold" al lado.

"Tecate Light tuvo un crecimiento de doble dígitos en todos los canales de distribución(2) y superó el segmento de la cerveza domestica(3) en la región occidental en el 2012, gracias en parte por el consumo de hombres adultos hispanos y bilingües. Para acercarnos más a los millennials biculturales mayores de 21 años, era importante que nuestra campaña reflejara el humor y lenguaje ingenioso que usan frecuentemente en sus conversaciones con amigos y familiares mientras disfrutan de una Tecate Light," afirmó Félix Palau, vicepresidente de mercadeo para Tecate.

Los comerciales de radio "Dangerously Bold" se transmitirán en estaciones de habla inglesa a partir de finales de abril en ciudades de los estados de Ariz., Calif., Ill., N.M., N.V., y Texas. La publicidad exterior saldrá después en las mismas ciudades, mientras que la campaña digital será anunciada este verano. La compra de medios fue manejada por MediaVest MV42.

Fuentes:

(1) Nielsen, West Food+Chicago Food, 52 WE 12-29-12, cs % chg. vs. YAG
(2) Nielsen, 52 WE 12-29-12, cs % chg. vs. YAG
(3) Nielsen, FDCM+ 52 weeks ending 12/29/12

Para más información sobre la campaña de publicidad "Dangerously Bold" de Tecate, para recibir una copia del comercial de radio, imágenes de la publicidad exterior o entrevistar algún ejecutivo sobre la estrategia de Tecate en los Estados Unidos, por favor contacte a FORMULATIN por medio de [email protected] o (212) 219-0321.

SOBRE HEINEKEN USA

HEINEKEN USA Inc., la principal importadora de cerveza de la nación, es una subsidiaria de Heineken International BV, la cual es la cervecera más internacional del mundo.  Las marcas que se importan a Estados Unidos incluyen: Heineken Lager, la marca más internacional del mundo, Heineken Light, Amstel Light, Newcastle Brown Ale y Strongbow cider. HEINEKEN USA es también importador exclusivo de las cervezas mexicanas incluyendo el portafolio Dos Equis, el portafolio Tecate, Sol, Indio, Carta Blanca y Bohemia. Para un regreso seguro a casa, descarga la aplicación para celulares Taxi Magic™ patrocinada por HEINEKEN USA a través de: taximagic.heineken.com.

FUENTE  HEINEKEN USA

FUENTE HEINEKEN USA

SOURCE HEINEKEN USA

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