• December 22, 2010

Tecate Cerveza is launching the social responsibility program A.U.A.N.T.C (pronounced AH-GOO-AN-TE-CE - an acronym created to represent the Spanish word for "self-restraint"). The campaign centers on six pillars meant to represent the brand's positioning and target consumer: Amistad (Friendship), Union (Togetherness), Ayuda (Assistance), Nobleza (Nobility), Temple (Composure), and Carácter (Character).

The program's messages will air across the U.S. on Univision Radio stations beginning Dec. 27 and the A.U.A.N.T.C campaign will send a humorous text message to eligible adults (21 and older) reminding them of the program's five qualities that "make a true man."

To participate, consumers can send a text message with the word CARÁCTER to 99268; age verification is required.

Point-of-sale displays will be featured nationwide at participating retail and supermarket locations. Univision Radio will run spot mentions and 60-second vignettes that incorporate humorous scenarios.