Heineken is rolling out POS for Tecates new campaign in both English and Spanish

Heineken is rolling out POS for Tecate's new campaign in both English and Spanish

Heineken is continuing to appeal to Hispanics in the US with a new campaign for Tecate beer that includes bi-lingual point-of-sale and activations around Mexico's appearance at this Summer's FIFA World Cup.

In January, Heineken USA launched the "We are Bold" push that targetted Hispanics and Latinos and the BBQ occasion. The latest activation, called 'Bring Your Pride to the Grill', aims to highlight the combination of outdoor grilling with beer, while also taking advantage of cross-merchandising.

One arm of the campaign includes a Tecate Grill Truck in selected markets as well as a partnership with Kingsford charcoal. Meanwhile, Tecate retail displays will feature POS in both English and Spanish, while the promotion in Hispanic accounts will capitalise on football the FIFA World Cup from a Mexican angle by leveraging the green strips worn by the country's national team.

The World Cup kicks off in Moscow in June, with beer companies keen to make the most of the tournament's marketing potential. Earlier this year, Anheuser-Busch InBev secured 'official beer' status for Budweiser with both the England national football team and its home ground of Wembley Stadium, replacing previous sponsor Carlsberg.

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