Mexican beer brand Tecate, owned by Heineken USA, in its 2019 marketing efforts, is cementing its position as a masculine, bold brand with the continuation of its ‘We Are Bold’ campaign and the release of a higher-alcohol beer called Tecate Titanium.
Created with agency Nómades, the ‘We Are Bold’ campaign centers on the cultural insight that guys everywhere become friends, but bicultural Hispanic men become brothers. This is showcased in the campaign through the male bonding and friendly competition that occurs when four friends get together around the barbecue. They have a lot in common and complement each other, jokingly teasing each other as they bond over the grill.
The friends are put in several humorous situations. In ‘Abs,’ we see two shirtless average guys grilling. A woman looks over and sees a perfectly sculpted guy walk by with six-pack abs. The two average guys get an idea – they use charcoal to draw six-pack abs on themselves. ‘Slo-Mo’ finds the guys grilling in slow motion. As they goofily flip their steaks slowly, a woman comes along in real time and steals the meat from the grill. A third, ‘Summer,’ finds the men sweating around the grill in hot weather. Another comes along in a down parka and heats his hands over the grill. As they look at him in wonder, he opens his jacket to show that it is lined with Tecate Light, thus freezing him.
The new Tecate Titanium doesn’t have a televised marketing element, but is an important growth area for the brand. At 7.5% ABV, Titanium will be available in 24-ounce, single serve cans, and will launch in select markets throughout the country including New York and the Sun Belt states.