Tecate Hoists Mexican Flag - Targets Hisipanics - Brief Article

Brandweek,  July 16, 2001  by Mike Beirne

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The Labor Day weekend culmination of Tecate's biggest U.S. sponsorship push will segue into the Va Par Mexico campaign marking Mexico's independence from Spain.

The nod to Mexican heritage--literally This one for Mexico"--is part of a push by Mexican brewer Femsa to leverage properties north and south of the border, and arouse sentiments of Mexican Americans, said Valdemar Cantu, Tecate's associate brand manager.

Labatt USA, Norwalk, Conn., handles Tecate's U.S. distribution. DVC Group, Morristown, N.J., brokered event planning.

La Fiesta es Nuestra ("The Party is Ours") stages local promos and fetes between Sept. 2-16 in core markets including Chicago, Denver, Houston and Los Angeles.

Commemorative cans, packaging and POP will sport a fiesta theme. A third-quarter sweeps offers CDs by Los Tigres del Norte. Cartel Creativo, San Antonio, Texas, handles radio ads.

On Labor Day in L.A., Tecate will host a championship match of the Copa Tecate amateur soccer tourney.

Tecate is spending about $2 million, combined, on both efforts.

COPYRIGHT 2001 BPI Communications, Inc.
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