Off-premise Campaign to Celebrate Consumers’ Carácter and Responsible Consumption
Tecate, cerveza con carácter, has launched a new holiday retail program, “12 Gifts,”, that features the brand’s first-ever smartphone application in the U.S. By scanning a special QR code on thematic POS placed at off-premise accounts around the country, adult consumers will receive a series of 12 Chicas Tecate mobile wall paper and video greetings, boxing information, jokes, drink responsibly messages and other special offers with which to celebrate the holiday season.
According to a recent study by Hispanicize, mobile phones are the preferred internet connectivity device for 25 percent of Hispanic online adults, and a majority of them express a desire to learn about products and services through mobile internet campaigns. The “12 Gifts” program is designed to connect with these individuals, reflecting Tecate’s recent shift in communication strategy celebrating the character of all Hispanic men.
“As a brand with carácter, we aim to create campaigns that celebrate the boldness, ingenuity and humor of Hispanic men, and leverage their passions. While we’ve incorporated text-based mobile promotions into our boxing programs in the past, we’re excited to further connect with the acculturated and tech-savvy Latino consumer through this interactive smartphone application,” said Felix Palau, VP of marketing for Tecate.
Details of the promotion will be communicated to consumers through thematic POS displays at retails venues across the brand’s key U.S. markets including California, Texas, Nevada, Arizona, and New Mexico. Bilingual materials include cooler decals, tuck cards, pole toppers and price cards featuring the special “12 Gifts” QR code. Adults will also have access to multipanel and on-pack IRC and MIR offers for holiday essentials from the meat department, tequila and even wireless phone bills and home improvement tools (where legal).