NEW YORK, Sept. 24, 2016 /PRNewswire/ -- On Monday, September 26, Tecate Light, the fastest
growing light beer in the U.S. versus its competitors[1], will
debut a bold new, national television commercial called "The Wall"
on Fox News, Univision and Telemundo surrounding the first
Presidential debate.
"The Wall," created by Tecate
with Saatchi & Saatchi NY, is the latest 30-second TV spot
from the "Born Bold" campaign that once again shines the spotlight
on the brand's protagonist, the Black Eagle, while it soars above a
small Mexican border town separated from the US by a "wall."
One of the commercial's establishing shots implies the wall is a
towering structure that runs in either direction for miles, but as
the commercial progresses and two groups of young men, bi-cultural
Hispanics from the U.S. and Mexicans from Mexico, come together over the wall, the
structure is revealed to be three-feet tall, the perfect height for
a group of friends to rest their Tecates on.
"Tecate is using beer as the
great unifier in developing a fun, lighthearted and clever
commercial where friends from two bordering countries share a
couple of Tecates over a wall," said Felix
Palau, Vice President, Tecate. "With this spot, Tecate is acknowledging an ongoing
conversation, while raising a glass to beer's uncanny ability to
bring people together in a positive way."
Filmed just outside the border town of Tecate, Mexico, where the Mexican beer
originated and gets its namesake from, Tecate beer was introduced to the U.S. in 1955
while Tecate Light followed in 2007.
"This is a tremendous idea for Tecate. It really is the best idea. We worked
with the best clients and hired the best people to work on it. Only
the best. It's terrific," said Chris
Moreira, ECD at Saatchi & Saatchi NY.
"Building on the insight that the wall issue is extremely
important to our millennial target consumers, whether leaning more
liberal or more conservative, we knew people would be watching the
first Presidential debate to hear each candidate's side of this
important issue. We couldn't think of a better stage to serve
Tecate's message of unity," said
Jennifer Weiss, Vice President,
Director, Mediavest | Spark. "In addition to our video campaign,
we're also hyper-focused on social to ensure we're reaching
legal-drinking-age adults (21+) interested in politics on both
sides of the aisle to drive conversation for #TecateBeerWall
efficiently."
This will be the first time Tecate has expanded into General Market
targeting, while continuing to ensure reach among its core Hispanic
target.
For additional details on Tecate Light's "Born Bold" campaign,
the new commercial or to speak with a Tecate Light representative
about the brand, please contact BRAYA at HUSA@BRAYAUS.com.
About HEINEKEN USA
HEINEKEN USA Inc., the nation's leading upscale beer
importer, is a subsidiary of HEINEKEN NV, the world's most
international brewer. Core brands imported into the U.S. are
Heineken®, the world's most international premium beer
brand, the Dos Equis franchise, the Tecate franchise and Strongbow Hard Apple
Ciders. HEINEKEN USA also imports
Amstel Light, Newcastle Brown Ale, Red Stripe, Sol, Indio, Carta
Blanca and Bohemia brands. For the latest information on our
company and brands, follow us on Twitter @HeinekenUSACorp, or
visit HEINEKENUSA.com.
[1] Heineken calculation based in part on data reported by
Nielsen through its Scantrack Service for the Light beer category
for the 52-week period ending September 13, 2016, for the
FDCM+ market according to the Nielsen standard product
hierarchy. Copyright © 2016, The Nielsen Company.
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