Heineken U.S.A., Inc. Launches an Advertisement Campaign for the Beer Tecate


(Los Angeles, CA) Heineken N.V. or Heineken International, does business in the U.S.A. as Heineken U.S.A., Inc.  Irregardless of which, Heineken International since October 2016, is the second largest brewer in the world.  For this special distinction, and, since the year 2017; Heineken International owns breweries on a global scale.  In fact, more than 165 breweries are owned by Heineken International, across, more than 70 foreign countries.  The latter; translates into 250 international, regional, local and specialty beers.  One of those breweries is Cervecería Cuauhtémoc Moctezuma (Cuauhtémoc Moctezuma Brewery).  The latter, is also known as Heineken México.  Additionally, Heineken México is part of Heineken U.S.A., Inc.  Cuauhtémoc Moctezuma Brewery produces the following beer brands.  Dos Equis, Sol, Bohemia, Superior, Carta Blanca, Noche Buena, Indio, Casta and Tecate are the beer brands.  Fascinatingly, it is reported that the annual production of all of these beer brands is 3.09 gigaliters.  Recently, Heineken U.S.A., Inc. announced that, it is committed to Tecate’s Mexican-American roots.  Specifically; the aforementioned business revealed that, it has launched an advertisement campaign for the beer brand, Tecate.  The advertisement campaign, is appropriately named, “Mexico is in Us.”
            Mexico is in Us, as an advertisement campaign, attempts the following.  What it attempts is a brand positioning and modernized visual identity, of Mexico’s number one beer; Tecate.  However and returning to, Tecate, the aforementioned beer brand still brews in the Country of Mexico.  In fact Tecate, Baja California Norte Mexico, is where the brewery is located.  Interestingly, the town Tecate is considered to be a bicultural borderland.  The bicultural part is a reference to the U.S.A., and, the Country of Mexico.  As a result, it is frequently said that, Tecate embodies a very unique Mexican-American spirit.  This spirit; also interestingly enough, is derived from a beer recipe that has the date 1944, on it.  This 1944 recipe, continuing with this line of thought, is the soul of the Tecate line of beers.  The latter; is made up of Tecate Original, Tecate Light, Tecate Titanium and Tecate Michelada.  Tecate is still technically imported by the U.S.A.  This occurs through Cervezas Mexicanas, White Plains, New York.  
            Returning to; Mexico is in Us, the aforementioned advertisement campaign was officially launched, on February 13th, 2020.  Specifically, Mexico is in Us is two television commercials, and, an immersive consumer experience.  The first television commercial is meant to highlight Tecate’s credentials.  For this effort, the television commercial introduces beer drinkers to Tecate’s legacy.  A legacy that, is best described as authentic and unapologetically Mexican-American.  Additionally, there is an emphasis on Tecate’s roots.  The second television commercial is meant to highlight Tecate’s emotional side.  For this effort, the television commercial presents beer drinkers with a narrative.  The narrative is meant to convey a sentiment that Mexico, is more than a country; it is a feeling.  Both television commercials are expected to run for 32 weeks.  Additionally; they are planned to run on television, radio, digital and social media platforms.  Incidentally, both television commercials were filmed in the City of Los Angeles, California U.S.A.  The movie director, Alfonso Gómez Rejón, directed both television commercials.  Finally, the consumer experience is meant to be immersive.  Additionally, it will use soccer and music, as a conduit.  Through sponsorships and retail promotions; Mexico is in Us, will be an immersive consumer experience, at strategic events throughout the year 2020.
            Acclaimed Mexican movie director, Alfonso Gómez Rejón, did release a press statement.  Through a press statement, Mr. Gómez Rejón said the following.  “Tecate’s journey is unifying, both with roots deeply grounded in the ancestral values and traditions of Mexico, and with admiration for the new generation who contribute to the bicultural evolution by forging their own paths.  Being from the Texas-Mexican border towns of Laredo and Nuevo Laredo, the ‘Mexico is in Us’ campaign is especially significant to me.”
            To end, Heineken U.S.A., Inc. did release press statements.  Belen Pamukoff is the Tecate Brand Director at Heineken U.S.A., Inc.  Through a press statement, Ms./Mrs. Pamukoff said the following.  “In the past, Tecate’s positioning has exclusively focused on masculinity.  What we love about the new campaign is that it embodies a more modern and culturally relevant Mexican-American point of view.  The ‘Mexico is in Us’ campaign showcases the evolution of the brand and is inclusive of everyone and anyone who embraces the best of what Mexico has to offer.”  Oscar Martinez is the Tecate Senior Brand Director at Heineken U.S.A., Inc.  Through a press statement, Mr. Martinez said the following.  “This campaign goes beyond simply introducing new creative, it marks Tecate’s evolution into a more culturally relevant focus on bicultural Mexican-Americans who want to break convention and live life on their own terms.  We believe that there’s not such a thing as being half Mexican, as there’s not such a thing as being half you.  Through the ‘Mexico is in Us’ campaign, Tecate is inspiring Mexican-Americans to embrace 200 percent of their cultural pride on both sides of the border.”  As previously stated, Heineken U.S.A., Inc. recently announced that, it is committed to Tecate’s Mexican-American roots.  Specifically; the aforementioned business revealed that, it has launched an advertisement campaign for the beer brand, Tecate.  The advertisement campaign, is appropriately named, “Mexico is in Us.”  Lastly; Mexico is in Us attempts a brand positioning, and, modernized visual identity.

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Written from Press Release
Registered Writer with
PR Newswire Association, LLC
R-Berumen28
02/28/2020

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