Tecate, cerveza con carácter, announces the launch of a national retail program focused on helping U.S. Hispanics 21 and older celebrate their passion for football (soccer), regardless of their language of choice. The brand will place bilingual thematic POS materials with the slogan “For those who Celebrate like Champions” and cross-merchandise promotions at on- and off-premise locations across the country through February 2012.
According to a study by ESPN Deportes (2009), 51 percent of bilingual Latinos and 69 percent of English-dominant Hispanics consider themselves NFL fans. As such, all of the promotional materials designed for this campaign, which reflect Tecate’s celebratory tone, are available for the first time in English and Spanish, giving retailers the opportunity to select those more relevant to their customers.
“Over the last few years we’ve seen Hispanics’ interest in football grow exponentially, and in fact 3 million more Hispanics tuned in for last year’s final game than for the World Cup Final [according to The Americano NFL Hispanic Viewership 2011],” says Felix Palau, vice president of marketing for Tecate. “We understand that Spanish- and English-speaking Hispanic men have an appreciation for the character, vitality and talent of the athletes on the field, and we want to make sure that Tecate is a part of that celebration. Tecate’s football retail program will complement our long-standing support of boxing, which allows us to connect with adults in another forum con carácter.”
The bilingual POS materials, including table tents, price cards, cooler decals, pole toppers and posters, prominently feature a Tecate-red football helmet and product shots of a Tecate bottle and can. Additionally, Tecate will offer adult consumers instant and mail-in discounts worth up to $35 off of championship viewing party essentials, such as snacks, meat, and bottles of distilled liquor, with the purchase or two 6-packs or one 12-pack or larger of Tecate or Tecate Light (where legal).