• April 10, 2010

Tecate is launching its promotional program for the "Who R U Picking?" pro boxing match between Floyd "Money" Mayweather and "Sugar" Shane Mosley on May 1.

Tecate will launch a "Pase Knockout Tecate" ("Tecate Knockout Pass") at select retail locations. The booklet, available to adults with the purchase of a 12-pack or larger of Tecate or Tecate Light, includes $30 in savings by mail on the HBO PPV "Who R U Picking?" Mayweather vs. Mosley event; up to $25 in coupons for salsa, salty snacks and ice; mail-in rebates worth $10 each for a 750-ml bottle of tequila and DeWalt working tools, also sponsors of the fight; mobile phone text codes to access commemorative premiums as well as tickets to the Las Vegas event, and other merchandise.

Tecate is promoting at point-of-sale with display pieces, and posters. The company is also running Spanish ads in Los Angeles and Las Vegas with the tagline "Por el boxeador que llevas dentro" ("For the boxer inside of you").--Karl Greenberg