Tecate Light announced today the launch of a new English-language advertising campaign targeting bicultural Hispanic millennial men 21 and older. Dubbed “Dangerously Bold”, the effort consists of a radio spot and out-of-home creative that humorously play with English and Spanglish words commonly used amongst U.S. Hispanic men con caracter. The campaign was created by iNSPIRE!, the Tecate franchise’s English-language AOR based in Dallas.

The creative, which will hit key markets in late April, was created specifically to connect with members of the fastest-growing segment of the U.S. Hispanic population – bicultural millennials of legal drinking age whose interests, humor and language reflect their American and Hispanic lifestyles.  These bilingual, U.S.-born, cerveza-drinking adult men, enjoy living an uncomplicated life, fearlessly and with caracter.

The brand’s “Testimanial” :60 second radio spot opens with bold sounds such as eagles calling that lead into a series of testimonials from men describing their experience drinking Tecate Light. With humor and wit, the spot blends the end of one statement into the beginning of another to create an entertaining flow of words, such as, “These cervezas make me feel dangerously manly, like one bad son of a…business, is what these cervezas get down to from the very first drop!” A narrator closes the spot with, “You’ve been warned about the dangerously bold taste of Tecate and Tecate Light, con caracter.” The OOH creative places the campaign’s tag line “Dangerously Bold” next to a product shot.

“Tecate Light experienced double-digit growth in all channels (2) and outperformed the domestic beer segment (3) in 2012 in the Western Region, thanks in part to its consumption by bilingual Hispanic adult men. To further connect with bicultural millennials 21 and older, it was important for our campaign to reflect their humor and witty use of language that is often prevalent in their conversations with friends and families while enjoying a Tecate Light,” said Felix Palau, vice president of marketing, Tecate.

The “Dangerously Bold” radio spot will hit English-language radio airwaves in late April in cities throughout Ariz., Calif., Ill., N.M., N.V., and Texas. The OOH ads will roll into the same markets soon after. Digital efforts will be announced this summer.  Media placement was handled by MediaVest MV42.

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