Tecate Is Kicking Ass, Swinging Its Balls By Marketing Specifically To Mexican-Americans

In a bold (and, as it turns out, lucrative) move, Tecate has cornered a very specific demographic in its latest ads, focusing its efforts solely on getting beer into the hands of Mexican-Americans - not gringos, not all Latinos. The decision has resulted in a 6% increase in Tecate’s sales last year, and an increase in 13.3% by volume in Latino markets during 2009’s first quarter, all despite a recession that has left many businesses floundering. 

Explains the company’s brand director:

We believe Tecate should only speak in Spanish. In authentic Mexican language, not a pan-Hispanic approach. You often water down your message by going very broad.

The brand has accomplished this by focusing specifically on the struggles of Mexican immigrants in the United States - those who deal with extended family, less than desirable jobs, etc. Unfortunately, Tecate’s commercials celebrate these immigrants by  churning out commercials that support and celebrate machismo. And that macho grandstanding in beer commercials is something that places Tecate neatly into the mainstream. 

Por ejemplo:

Tecate ads position the brand as the beer “con caracter.” New ads humorously reference the struggles and hardships of resilient Mexican immigrants, whether they are tough guys working construction, sending money home or leaping up to offer a woman their bus seats. Radio spots warn men who are “chicken, whiny, insecure, cowardly and not that manly” or players of badminton or ping-pong to avoid drinking Tecate.

That’s right. Save the ironic ping-pong playing for PBR drinkers. Tecate is for toothless men and those who like tetas:

Other than the posturing and the fact that Tecate ranks somewhere slightly above Natty Ice in the beer deliciousness spectrum, we do enjoy proof that Latinos in the U.S. have huge buying power that deserves to be recognized (and/or exploited by big companies). Our role in the U.S. economy, with the exception of allegations that we steal other people’s jobs, has been pretty much widely ignored. In fact, we can think of only a few other brands that primarily or solely focus on Latino consumers:

Goya

This Puerto Rican company sells typical Caribbean foods and spices to Caribbean immigrants in the U.S, or to any other people who happen to have amazing taste in food.

Mazola

We can’t recall ever seeing English-language ads for this brand of vegetable oil. Which isn’t fair. Why can’t Anglos have the “Con Mazola, no estás sola!” jingle stuck in their heads for weeks? [Ed. note: Fun fact - Googling this phrase brings up Guanabee as the third result.]

…Can you guys think of any others? And is anyone else now in the mood for crispy, fried croquetas?

Tecate Stays True to its Mexican Roots in U.S. Marketing Efforts [AdAge]