Since it first became available in the U.S. in the early 1970s, Mexican import Tecate® beer had achieved steady momentum in terms of U.S. volume share. However, aggressive marketing efforts and large budgets from domestic brewing giants continued to impede Hispanic purchasing by attempting to breakdown their preferences and consumption of import beers.
At the time, the Tecate® creative campaign focused on "A Taste of Mexico." Targeting Mexican-Americans, it attempted to position Tecate® as everything that is Mexican, evoking images and memories of traditional Mexican music, food and other important cultural icons.
To the recent immigrant from Mexico now living in the U.S., however, life was vastly different and more challenging than what "A Taste of Mexico" had to offer. Just like its core consumer, Tecate® was trying to find its niche in the beer industry. Consequently, Tecate® focused its efforts on increasing the market share within the Mexican-American market.
In 1998, the objectives were to gain volume-share among Spanish-dominant U.S. Mexican-Americans, particularly those born in Mexico, and to continue to collect additional insight into the Mexican-American segment of the Hispanic market.
The Marketing Challenge
The marketing communications challenge, therefore, was to build brand loyalty by:
Portraying the product in a winning light and establishing recognition for the brand
Making a parallel to the core consumers experiences and realities of life in the U.S.
Increasing awareness and designing the advertising message to drive preference of Tecate during the key sales seasons
Reaching the core consumer through a highly targeted and focused media effort.
The Media Strategies
With this in mind, Tecate® launched its 1998 "Llego, para quedarse" (Here, to Stay) campaign.
The campaign focused on Spanish-dominant Mexican-American male consumers.
It was a highly cost-efficient approach that combined national network TV sponsorships, promotional/branding radio spots and outdoor overlays with priority-market emphasis.
The Media Tactics
The Promotional Strategies
The radio partners offered volume-driving opportunities through the use of leveraged value-added remotes and promotions
Locally, brand field specialists executed value-added events, grass-roots activity, field marketing and public relations. Previously, local marketing and selling activity was sparse.
In summary, business growth for 1998 was projected at 25%. However
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