The Character of Mexican Men Pave the Way for Tecate Branding

The Mexican beer brand Tecate has been mixing it up in boxing rings for about five years tapping into the character and determination of Mexican men making their way in the U.S. to pave the way for its marketing. Tecate, is now the largest beer brand to sponsor boxing matches in the U.S. and this summer it is ramping up that partnership with a Facebook promotion, Tecate cerveza con carácter (beer with character), to get its customers more actively participating in the brand and its marketing programs.

At the Tecate Boxing Facebook page drinking age adults who like the page can help select what the brand is calling “an elite group of Chicas Tecate” to represent Tecate.

An open casting call was held to find the 10 finalists in each of five cities: Los Angeles, Dallas, Houston, San Francisco and New York. The criteria was specific: bilingual females who are physically fit and outgoing. Brand activation agency Formula Street executed the search and also invited models from its database to participate. Ads were placed on Formula Street’s Facebook page and online to generate interest.

Every two weeks finalists, who were handpicked by Tecate, will be unveiled on the site where visitors will be introduced to them—via video and photos—where they can cast up to five votes a day for their favorites Chica Tecate. Two girls from each market will advance to the finals and from there the four candidates with the most votes will be crowned Chicas Tecate and represent the brand at various events throughout the year.

To thank each and every visitor for their votes each vote generates an entry for a chance to win a grand-prize trip for two to a major boxing event and exclusive behind-the-scenes access. Second prize is a pair of gloves signed by pugilistic legend Manny Pacquiao, while 10 third-prize winners will take home other boxing-themed swag.

P-O-P displays at retail venues across the U.S., table tents in bars, as well as ads on Facebook, communicate details about the promotion, which ends in September.

“It’s not just about the number of fans that “like” the Facebook page, but also the interaction and dialogue with consumers. How many comments are shared, the number of page views [and other metrics],” Felix Palau, vice president of marketing for Tecate, said.

Tecate, a Mexican beer brand marketed by Heineken USA, launched the "Con Caracter" positioning two years ago. The beer is sold throughout Mexico, the U.S. and 30 other countries.

“Tecate has been a leading boxing sponsor for five years and part of our commitment is to bring consumers closer to the sport. In the past, we have done so through Pay-Per-View mail-in-rebates [one promotion featuring commemorative 24-ounce with the images of both fighters], autograph signing sessions with boxers and mobile boxing museum visits at retail,” Palau said. Tecate also ran a retail promotion in 2008 to reach the at-home Hispanic audience for the Las Vegas bout between Olympic gold medalist Oscar de la Hoya and World Boxing Council lightweight champion Manny Pacquiao.

In addition, Tecate was recently named the “Official Beer Sponsor” of the International Boxing Hall of Fame. The partnership kicked off during the 2011 Induction Weekend ceremony a few weeks ago.

As part of the overall boxing partnership program, during the Friday night broadcasts of “Sólo Boxeo Tecate” on TeleFutura, fans select the boxer of the night with the most character and determination by texting (ala “American Idol” style) to vote for their favorite. Each text generates a chance to win boxing memorabilia, such as T-shirts, autographed pictures or tickets to future “Sólo Boxeo Tecate” fights. The boxers who receive the most votes throughout the season will have a chance to win a “Cinturón Tecate” belt.

Last year, the brand launched its "Anthem 3" campaign, an integrated program that depicts the journey of Mexican men trying to establish a new life in the U.S. and toasts to their character. This campaign is a natural evolution from previous creative and elevates the "Con Caracter" positioning launched two years ago.

Under “Anthem 3” three 30-second spots from Adrenalina feature everyday characters such as Ezequiel Pena, a construction worker; Tomas Ortega, a window washer; and Jose Dominguez, a truck driver. Each storyline is carefully crafted to showcase the individual boldness, masculinity, and character each man needs to face everyday challenges. The ads are set in U.S. cities like New York and Los Angeles, making it easier for consumers to relate to these situations. At the end of each Spanish-language commercial, the characters toast to their accomplishments with a Tecate.

“Boxing will continue to be Tecate’s main platform, as the sport reflects the boldness of our brand and character of our consumers,” Palau said. “As part of this platform, we will launch 360 degree campaigns in support of marquee fights, continue providing fans behind-the-scenes access to the pugilistic world through our Tecate Boxing Facebook page, and support televised series like Telefutura’s ‘Solo Boxeo Tecate’ and Fox Deportes’ ‘Top Rank Live’ ".