- Noreen O'Leary, Adweek

Tecate Light launched its second dual-language advertising campaign under the tagline “Para los que quieren más”  ("For those who want more"). The two separate Spanish- and English-language executions are targeting Mexicans and Mexican Americans living in Arizona. California, Colorado, Illinois, New Mexico, Nevada, Oklahoma and Texas. Both campaigns debuted in the first week of May, coinciding with Cinco de Mayo.

“As the second- and third-generation Hispanic population continues to grow in the U.S. and they become more empowered than ever, it is important for brands such as Tecate Light to remain relevant by speaking to them in their language of choice,” Christian McMahan, CMO of Heineken USA, said in a statement. “This campaign symbolizes a continuation of our effort to connect with both Hispanic and Mexican American adults through humoristic ads that leverage our understanding of our consumers’ culture, passions and role in the U.S.”
 
The Spanish-language ads are a continuation of Tecate Light’s “Papás” TV spot, where Mexican parents use various methods to convince their adult son (living in the U.S.) not to drink other light beers. In one ad, the father attempts to guilt trip his son by telling him that people now call him "aguador" ("water boy's dad"). In the second spot, the father calls other light beers as the first step on a “slippery slope,” which will lead to fruity piña coladas and cantaloupe margaritas. In the third ad, the parents compare the difference in flavor between Tecate Light and another light beer to the difference in spiciness between a jalapeño and a bell pepper.

All three 30-second spots are airing on Spanish-language networks, including Univision, Telemundo and Telefutura affiliates.
 
The English-language “Changes” campaign, is targeted toward U.S.-born adults of Mexican descent, and celebrates the accomplishments of Mexican-Americans. In two separate 30-second spots, well-known celebrities—like boxer Oscar de la Hoya—are used in vignettes showing how they have shaped American culture. These commercials will be shown on networks like ABC, CBS, CW, FOX and NBC.

The creative, which also includes dual-language radio spots and out-of-home, is from Tecate Light’s lead agency, Adrenalina iin New York. The brand’s media buying agency, MV42, placed the ads, which will run through the first quarter of 2010.

“U.S. born, English-speaking Hispanics are a marketing conundrum,” said Manuel Wernicky, president, chief ideas officer and managing partner at Adrenalina. “Marketers today can’t possibly think that just by simply speaking in English, or casting Latinos who speak the language, that you are going to reach them – they are a moving target. Our ‘Changes’ Tecate Light campaign aims to build an emotional psyche by celebrating the countless changes and the impact that Mexican Americans have made on America’s consciousness.”