Tecate will increase investment in paid media five-fold in 2018 with its “We Are Bold” campaign running for 52 weeks, up from 17 in 2017, across online video, broadcast, digital, social, PR and out-of-home. Billboards will start appearing in select Sunbelt states (Arizona, California, New Mexico, Nevada and Texas) in the coming weeks and expanding to 30 key markets including New York, Chicago, Atlanta, Orlando and others by early Spring.
The “We Are Bold” campaign is rooted in consumer insights for the beer brand’s core demographic, the bicultural Hispanic male, and the role that the BBQ grilling occasion plays culturally as a social forum to grow closer to their friends and as a key consumption occasion.
The campaign will launch on national Hispanic and English television with two 30-second spots created by Tecate with Nómades including “Chill” and “Gym” with a third, “Competition,” debuting closer to May.
As an example of the unspoken inside jokes, the first commercial, “Chill,” pits four guys against one another to see who can hold their ice cold Tecate the longest, highlighting that there’s always a friendly competition amongst brothers.
“By grounding our creative in the Carne Asada occasion, we’ve brought to life those intangible bonding moments guys share with their brothers around a grill,” said Belen Pamukoff, Tecate Brand Director. “These moments will be extended throughout the year as we continue to feature the how, when and where our bicultural Hispanic celebrates the unique brotherhood between friends with a refreshing Tecate.”