BY ROY ALBERT ANDRADE, K1LLER, Inc.
NEW YORK, NEW YORK - This morning, Tecate, The official beer of boxing™, the Mexican ingredient inside the Heineken USA portfolio, has announced, Canelo Alvarez, a world champion in the sport of boxing, will once again reprise his role for a third straight year as the Tecate brand ambassador. Tecate will begin running 30-second commercials structured around four friends that will debut on national Spanish, and English television closer to May. Tecate will also run commercials across online video, broadcast, digital, and social media outlets. Billboards will start appearing in California, Arizona, New Mexico, Nevada, and Texas in the coming weeks.
"It's great to continue my partnership with Tecate and be included in their national brand campaign," said Canelo Alvarez. "At the same time, it's very important for me to be the Tecate brand ambassador because I know that I'm a fighter who authentically represents the Hispanic and Latino community."
"By grounding our creative in the Carne Asada occasion, we've brought to life those intangible bonding moments guys share with their brothers around a grill," said Belen Pamukoff, Tecate Brand Director. "These moments will be extended throughout the year as we continue to feature the how, when and where our bicultural Hispanic celebrates the unique brotherhood between friends with a refreshing Tecate."
"In 2018, we want to continue modernizing and building Tecate towards becoming the #1 Mexican import light brand. The challenge this year was to find relevant and insightful examples for the market around the Brotherhood of the BBQ," said Pablo Batlle, CCO, Nómades. "The campaign idea looks to unite bicultural men who love a good Carne Asada and an ice cold Tecate."
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Shawn W. Anderson