{"id":74811,"date":"2020-02-21T10:00:00","date_gmt":"2020-02-21T14:00:00","guid":{"rendered":"https:\/\/hispanicprwire.com\/english-tecate-strengthens-commitment-to-its-mexican-american-roots-with-launch-of-mexico-is-in-us-campaign\/"},"modified":"2020-02-21T11:03:16","modified_gmt":"2020-02-21T15:03:16","slug":"tecate-fortalece-su-compromiso-con-sus-raices-mexicoestadounidenses-con-el-lanzamiento-de-la-campana-mexico-is-in-us","status":"publish","type":"post","link":"https:\/\/hispanicprwire.com\/en\/tecate-fortalece-su-compromiso-con-sus-raices-mexicoestadounidenses-con-el-lanzamiento-de-la-campana-mexico-is-in-us\/","title":{"rendered":"Tecate Strengthens Commitment To Its Mexican-American Roots With Launch Of &#8216;Mexico Is In Us&#8217; Campaign"},"content":{"rendered":"<p><\/p>\n<style type=\"text\/css\"><![CDATA[\n\/* Style Definitions *\/\nspan.prnews_span\n{\nfont-size:8pt;\nfont-family:\"Arial\";\ncolor:black;\n}\na.prnews_a\n{\ncolor:blue;\n}\nli.prnews_li\n{\nfont-size:8pt;\nfont-family:\"Arial\";\ncolor:black;\n}\np.prnews_p\n{\nfont-size:0.62em;\nfont-family:\"Arial\";\ncolor:black;\nmargin:0in;\n}\n]]><\/style>\n<div class=\"xn-content\">\n<p><span class=\"xn-location\">LOS ANGELES<\/span>, <span class=\"xn-chron\">Feb. 21, 2020<\/span> \/PRNewswire-HISPANIC PR WIRE\/ &#8212; Known as <span class=\"xn-location\">Mexico&#8217;s<\/span> most authentic beer, <span class=\"xn-location\">Tecate<\/span> today announced the launch of its new &#8216;<span class=\"xn-location\">Mexico<\/span> is in Us&#8217; campaign, centered on the belief that whenever you feel Mexican, there is <span class=\"xn-location\">Mexico<\/span>. The campaign officially introduces <span class=\"xn-location\">Tecate&#8217;s<\/span> completely new brand positioning, which celebrates the maverick spirit of being unapologetically Mexican-American, and debuts the brand&#8217;s modernized visual identity.<\/p>\n<div spellcheck=\"true\" id=\"prni_dvprnejpg178fleft\" style=\"WIDTH: 100%; TEXT-ALIGN: left\" dir=\"ltr\"><img decoding=\"async\" id=\"prnejpg178fleft\" title=\"Tecate logo (PRNewsFoto\/HEINEKEN USA Inc.)\" border=\"0\" alt=\"Tecate logo (PRNewsFoto\/HEINEKEN USA Inc.)\" align=\"middle\" imagelabel=\"General\" src=\"https:\/\/mma.prnewswire.com\/media\/335003\/Tecate_Logo.jpg\"\/><\/div>\n<p>&#8220;This campaign goes beyond simply introducing new creative, it marks <span class=\"xn-location\">Tecate&#8217;s<\/span> evolution into a more culturally relevant focus on bicultural Mexican-Americans who want to break convention and live life on their own terms,&#8221; said <span class=\"xn-person\">Oscar Martinez<\/span>, Tecate Senior Brand Director. &#8220;We believe that there&#8217;s not such a thing as being half Mexican, as there&#8217;s not such a thing as being half you. Through the &#8216;<span class=\"xn-location\">Mexico<\/span> is in Us&#8217; campaign, <span class=\"xn-location\">Tecate<\/span> is inspiring Mexican-Americans to embrace 200 percent of their cultural pride on both sides of the border.&#8221; <\/p>\n<p>The &#8216;<span class=\"xn-location\">Mexico<\/span> is in Us&#8217; campaign officially launched on <span class=\"xn-chron\">February 13th<\/span> with the release of a 30-second video spot (Credentials), and will continue with a second 30-second spot, to be released today (Emotional). The campaign, created in partnership with N\u00f3mades, will run for 32 weeks on a mix of TV, radio, digital and social media platforms, with Spanish versions of each spot airing on Hispanic broadcast television, and Spanish and English versions running across digital, social and radio. The spots were filmed in <span class=\"xn-location\">Los Angeles<\/span>, as well as in the brand&#8217;s namesake city of <span class=\"xn-location\">Tecate Baja California, Mexico<\/span>, a majestic borderland, standing tall between the <span class=\"xn-location\">USA<\/span> and <span class=\"xn-location\">Mexico<\/span>. They were shot under the direction of critically acclaimed director, Alfonso G\u00f3mez Rej\u00f3n.<\/p>\n<p>&#8220;<span class=\"xn-location\">Tecate&#8217;s<\/span> journey is unifying, both with roots deeply grounded in the ancestral values and traditions of <span class=\"xn-location\">Mexico<\/span>, and with admiration for the new generation who contribute to the bicultural evolution by forging their own paths,&#8221; said Rej\u00f3n. &#8220;Being from the <span class=\"xn-location\">Texas<\/span>-Mexican border towns of <span class=\"xn-location\">Laredo<\/span> and <span class=\"xn-location\">Nuevo Laredo<\/span>, the &#8216;<span class=\"xn-location\">Mexico<\/span> is in Us&#8217; campaign is especially significant to me.&#8221;\u00a0 <\/p>\n<p>The debut spot re-introduces drinkers to the Tecate brand via an illustrative review of its legacy as an authentic and unapologetic Mexican-American beer, with an emphasis on its roots and recipe that date back more than 75 years. The second spot is an immersive glimpse into the campaign&#8217;s narrative that brings to life the sentiment that <span class=\"xn-location\">Mexico<\/span> is more than a country; it is a feeling. Both spots are available on <span class=\"xn-location\">Tecate&#8217;s<\/span> <u><a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=2725485-1&amp;h=4175534099&amp;u=https%3A%2F%2Fwww.youtube.com%2Fuser%2FUSATecate&amp;a=YouTube\" rel=\"nofollow\">YouTube<\/a><\/u> page.<\/p>\n<p>As part of the campaign, the brand has also shifted its focus toward more culturally relevant passion points that celebrate <span class=\"xn-location\">Tecate&#8217;s<\/span> maverick spirit, and drive Mexican-American beer drinkers to live unapologetic lives on their own terms. Honing in on soccer and music, <span class=\"xn-location\">Tecate<\/span> has invested in sponsorships and retail promotions that will bring the &#8216;<span class=\"xn-location\">Mexico<\/span> is in Us&#8217; campaign to life via immersive consumer experiences at key events throughout the year. <\/p>\n<p>&#8220;In the past, <span class=\"xn-location\">Tecate&#8217;s<\/span> positioning has exclusively focused on masculinity. What we love about the new campaign is that it embodies a more modern and culturally relevant Mexican-American point of view,&#8221; said <span class=\"xn-person\">Belen Pamukoff<\/span>, Tecate Brand Director. &#8220;The &#8216;<span class=\"xn-location\">Mexico<\/span> is in Us&#8217; campaign showcases the evolution of the brand and is inclusive of everyone and anyone who embraces the best of what <span class=\"xn-location\">Mexico<\/span> has to offer.&#8221;<\/p>\n<p>The campaign will support <span class=\"xn-location\">Tecate&#8217;s<\/span> <span class=\"xn-location\">USA<\/span> portfolio, which includes the brand&#8217;s signature Tecate Original and Tecate Light products, as well as recent innovations, Tecate Titanium and Tecate Michelada. For additional information about <span class=\"xn-location\">Tecate<\/span> products and the &#8220;<span class=\"xn-location\">Mexico<\/span> is in Us&#8221; campaign, please visit <u><a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=2725485-1&amp;h=56005256&amp;u=https%3A%2F%2Ftecatebeerusa.com%2F&amp;a=TecateBeerUSA.com\" rel=\"nofollow\">TecateBeerUSA.com<\/a><\/u>.<\/p>\n<p><b>ABOUT <span class=\"xn-location\">TECATE<\/span><\/b><\/p>\n<p>Born in the bicultural borderland of <span class=\"xn-location\">Baja California, Mexico<\/span>, TECATE\u00ae embodies the unapologetic energy of Mexican-Americans in the <span class=\"xn-location\">USA<\/span>. We are still proudly brewed in our namesake town of <span class=\"xn-location\">Tecate<\/span> using the same high quality recipe since 1944. TECATE\u00ae is imported by Cervezas Mexicanas, <span class=\"xn-location\">White Plains, N.Y.<\/span> For news and updates, follow us on Twitter &amp; Instagram @<span class=\"xn-location\">Tecate<\/span>, or visit <u><a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=2725485-1&amp;h=56005256&amp;u=https%3A%2F%2Ftecatebeerusa.com%2F&amp;a=TecateBeerUSA.com\" rel=\"nofollow\">TecateBeerUSA.com<\/a><\/u>.<\/p>\n<p>Logo &#8211; <a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=2725485-1&amp;h=2394824086&amp;u=https%3A%2F%2Fmma.prnewswire.com%2Fmedia%2F335003%2FTecate_Logo.jpg&amp;a=https%3A%2F%2Fmma.prnewswire.com%2Fmedia%2F335003%2FTecate_Logo.jpg\" rel=\"nofollow\">https:\/\/mma.prnewswire.com\/media\/335003\/Tecate_Logo.jpg<\/a> <\/p>\n<p>SOURCE  HEINEKEN <span class=\"xn-location\">USA<\/span> Inc.<\/p>\n<\/div>\n<p> <\/p>","protected":false},"excerpt":{"rendered":"<div class=\"xn-content\">\n<p><span class=\"xn-location\">LOS ANGELES<\/span>, <span class=\"xn-chron\">Feb. 21, 2020<\/span> \/PRNewswire-HISPANIC PR WIRE\/ &#8212; Known as <span class=\"xn-location\">Mexico&#8217;s<\/span> most authentic beer, <span class=\"xn-location\">Tecate<\/span> today announced the launch of its new &#8216;<span class=\"xn-location\">Mexico<\/span> is in Us&#8217; campaign, centered on the belief that whenever you feel Mexican, there is <span class=\"xn-location\">Mexico<\/span>. The campaign officially introduces <span class=\"xn-location\">Tecate&#8217;s<\/span> completely new brand positioning, which celebrates&#8230;<\/p>\n","protected":false},"author":1,"featured_media":74812,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-74811","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mercadeo"],"acf":[],"_links":{"self":[{"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/posts\/74811","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/comments?post=74811"}],"version-history":[{"count":0,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/posts\/74811\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/media\/74812"}],"wp:attachment":[{"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/media?parent=74811"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/categories?post=74811"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/tags?post=74811"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}