Tecate Light Expands Distribution and Unveils New Can Design

Tecate, the Mexican beer brand, will expand the nationwide expansion of Tecate Light. The light beer had previously focused distribution to the Sunbelt states, where it had 47 percent year-over-year growth. 

Additionally, Tecate is launching the next iteration of "Born Bold," taking the successful advertising campaign introduced in 2015 national to align with the new distribution. The refreshed 39-week campaign will include English and Spanish broadcast, OOH, PR, digital and #BornBold social activations. New TV spots made a limited debut online and through select Hispanic TV on March 28 in the Sunbelt states, with the full campaign launching this week on national broadcast.

"The success Tecate Light saw in 2015 has set our brand up for an even bigger year in 2016," says Belen Pamukoff, brand director of Tecate. "For the first time ever, the entire United States can taste one of Mexico's most popular light beers while seeing our masculine Black Eagle as he takes flight across the country through the 'Born Bold' campaign."

Created by Tecate with Saatchi & Saatchi NY, the two 30-second TV spots once again put the spotlight on the brand's protagonist, the Black Eagle, while highlighting the two biggest passion points of Tecate's bi-cultural Hispanic consumer: soccer and boxing.

In "Red Card," the Black Eagle comes face-to-face with famed Mexican soccer referee Felipe Ramos Rizo, empowering him to make the bold, right decision.

Through "Flashy," Tecate highlights its new partnership with Mexican super star Canelo Alvarez, while putting its fearless icon center stage (or ring), as he inspires Canelo to ditch the bling and stay true to his roots. 

The latter spot showcases the first time the brand has endorsed an individual fighter, and will be heavily promoted leading into Canelo's first fight of 2016 against Amir Khan on May 7 in Las Vegas, as well as in advance of his future 2016 fights.

"We're excited to continue unveiling the character of the Black Eagle, allowing him to spread his wings and explore new scenarios that we know are relevant to Tecate drinkers and their friends. Situations as bold as the flavor of the beer," says Jay Benjamin, chief creative officer at Saatchi & Saatchi NY.

Aligned with the national expansion, Tecate and Tecate Light will also unveil dynamic new contemporary packaging, amplifying modern masculinity to appeal to 21 millennial consumers. Retaining the brand essence, the redesign was led by global agency Elmwood.

The new design includes a makeover of the iconic Black Eagle, broadening his shoulders, puffing out his T-emblazoned chest, placing him on a modernized Tecate word marque, as well as the addition of Spirit Eagles—individual eagles that express the personality of both Tecate Original and Tecate Light and can be seen in the background of the can. Elmwood also added a modern silver strip that cuts through the center of the design, creating a visually striking, refreshing and unifying contrast with each product's respective color (Original, red; Light, blue).

"Tecate has a history of innovation dating back to 1949, when we launched the first canned beer in Mexico," says Felix Palau, vice president of Tecate. "The redesign of our renowned red can will open up the Tecate franchise in the U.S. to a new wave of consumers, in fact, since launching the new look in Mexico this past July, we have already seen double digit second half growth in the country."