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