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MEXICO/US: Heineken launches Hispanic Tecate push in Mexico, US

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Heineken has readied a Spanish advertising campaign for its Tecate beer brand in the US and Mexico.

The company, which inherited Tecate when it acquired FEMSA's beer business, FEMSA Cerveza, in January 2010, said earlier this week that the activity, which is entitled 'Es Fácil Ser Hombre' ('It’s Easy Being a Man'), revolves around three television ads and three radio spots. The campaign will be backed by out-of-home ads, which will run in “key markets” in the two companies.

Financial details behind the creative were not disclosed.

The three TV ads are 'Boda' ('Wedding'), 'Llaves' ('Keys') and 'Pétalos' ('Petals'). The 60-second radio ads are called 'Pregunta' ('Question'), 'Teléfono' ('Telephone') and 'Película' ('Movie').

“Since the ads are running in Mexico and the US, 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,” said Felix Palau, VP of marketing for Tecate at Heineken.

'Es Fácil Ser Hombre' will launch nationally, but will be concentrated on the brand’s key markets of California, Texas, New Mexico, Arizona, and Illinois.


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