Tecate Introduces "We’ve Got Your Back" Campaign

Tecate’s "We’ve Got Your Back" program, features national T.V. spots, on and off premise activation, digital partnerships and a daily sweepstakes.

“Tecate and sports-viewing go hand in hand and our consumers are more than 20 percent likely to watch sports versus the those of the leading domestic light brand,” says Juan Carlos Montes, shopper marketing manager for Tecate. “Tecate is helping consumers turn their sports-viewing occasions into ritualistic gatherings where fans get together to celebrate. Our powerful Black Eagle symbolism and boxing superstar, Canelo Alvarez, will team up throughout Tecate’s 'We’ve Got Your Back' program to create a brotherhood our fans can become a part of and make this year’s celebrations as bold as they can be.”   

"We’ve Got Your Back" will be supported by National English and Spanish T.V. spots featuring Canelo Alvarez and Tecate’s iconic Black Eagle. Tecate will keep fans engaged by running daily sweepstakes inviting consumers to enter for the chance to win the ultimate viewing package including a TV Screen, surround system, mini fridges, glassware and other instant prizes. Geo-targeted desktop and mobile ads on relevant sites and owned social media channels will drive users to the sweepstakes website hub to enter.

At retail, in store sampling (where legal) will encourage trial and promote Tecate Light’s bold flavor profile. POS materials including pole toppers, price cards, base wraps and standees will drive shoppers to digital experiences and the daily sweepstakes. For those that can’t bear to miss a minute of the action, Tecate is partnering with on-demand delivery service to bring Tecate straight to shoppers’ doors.

Consumer sampling, branded signage including table tents, posters and standees and Tecate drink offers through TAB Services’ in-app media will encourage purchase of Tecate and sweepstakes participation in on-premise accounts.   

Montes continues, “Mexican imports drove 88 percent of the import beer segment’s growth. Tecate Light is on fire, outperforming the beer category and Mexican import segment with 46 percent growth YTD. Tecate’s 'We’ve Got Your Back' provides retail and on-premise operators with all of the elements they need to capitalize on this growing segment and Tecate’s authority with boxing.”

Tecate’s "We’ve Got Your Back" campaign runs Sept. 1 through Oct. 31. For more information, contact your local Tecate distributor.