beverages

Tecate's 'Caracter' Moves To Outer Package

Tecate Light

Mexican Cerveza brand Tecate wants to give its cans and bottles "caracter." The brand's first redesign since 2005 includes packaging pegged to evince boldness and masculinity, which align with Tecate's "con caracter" ad campaign showing Mexican-American men working, taking care of family and playing.

The new packaging deepens the brand's red color palette and modernizes the logo.

In addition, the Tecate and Tecate Light packaging pays greater homage to the city of Tecate -- where the beer originated -- with greater emphasis on the mountainous area depicted in the labels and package. The font has also been upgraded to an edgier style.

Carlos Boughton, brand director of Tecate, tells Marketing Daily that the new packaging is already featured in the current Tecate and Tecate Light ads, which launched in April. "We are finalizing with the POS update and incorporating the new look into all communication," he says.

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The last time the Mexican Cerveza redesigned its entire packaging line was in 2005. The brand has done one-off packaging changes in the past linked to promotions mostly around boxing and Tecate's long-term relationship with Golden Boy Promotions, which handles a roster of top fighters. The company put Ricky Hatton and Manny Pacquiao on its cans for this year's bout between the two pugilists.

Earlier this year, ESPN and Tecate inked a deal, giving the latter sponsorship of the network's Spanish and English TV, radio and online boxing content, and title sponsorship of Tecate Friday Night Fights Studio. Tecate also got sponsorship of seven Golden Boy fights on ESPN.

Boughton says Tecate -- which focuses marketing on Mexican-Americans -- will put most of its sports-sponsorship muscle behind boxing, and develop programs that make fights accessible to Hispanics through integrated marketing campaigns.

"For example, this Sept. 19, we are the primary sponsors of the Mayweather vs. Marquez fight in Las Vegas. We're very excited about this fight, not only because of the high-profile boxers involved, but because it takes place during Mexican Independence Day [Sept. 16] weekend," he says, adding that Tecate will likely promote the significance of that date for Mexican-Americans.

"The new packaging will be seen in collateral materials supporting our efforts for this fight, which include a commemorative can, mail-in rebates, retail promotions with renowned boxers and radio personalities, POS and tailored TV ads."

Beyond the fight scene, Tecate was, for the eighth consecutive year, exclusive malt-beverage sponsor of the 35th Toyota Grand Prix of Long Beach, Calif., a three-day event starting on April 16. Tecate backed the program with promotions at retailers and with radio ads and offered savings on items like ice, chips and digital disposable cameras.

"Additionally, the event has been a great sampling opportunity for Tecate Light among Spanish and English-dominant Hispanics," says Boughton.

Heineken USA took over marketing, selling and distribution of the brand in 2004, when the Purchase, N.Y. company signed an agreement with Tecate owner FEMSA. Tecate is FEMSA's top-selling beer in the U.S.

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