Tecate VP Marketing on Tapping the Big Game to Reach Hispanics

Marketers for the Tecate and Tecate Light brands have worked hard to stay in touch with their target audience—the U.S. Hispanic consumer—through a successful sports marketing program that ties to major sporting events, like its long-term sponsorship of boxing, its 12-year deal with a local California racing event and the upcoming Big Game on Feb. 3. For weeks around the events it runs national retail and off-premise events and promotions. This year’s annual program is underway through Feb. 15 with the slogan, “A Man Knows How to Choose His Team.” It plays to the core message that choosing Teacte celebrates the Hispanic man’s boldness and “cáracter” and provides chances to win tailgating products, discounts and ... of course beer.

The multi-touch promotion includes mail-in and instant rebates for savings on salty snacks and other products, a text-in sweepstakes offering branded tailgating chairs and rolling coolers, an in-store coupon booklet and plenty of in-bar fun. Felix Palau, vice president of marketing for Tecate, opens up about this year’s plans. READ MORE

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