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    Tecate Light Extends 'Born Bold' Program

    Effort aims to target Mexican-American consumers

    This fall, Tecate Light will extend its "Born Bold" program by encouraging Mexican-American consumers to celebrate Mexican Independence Day.

    Tecate's Mexican Independence Day Born Bold promotion, which runs Sept. 1 – Oct. 1,  will include a Facebook sweepstakes, offering consumers a chance to win a trip to Playa Del Carmen, Mexico, as well as partnerships with digital platforms Ibotta and Crisp.

    “While many Americans have large celebrations for Cinco de Mayo, bi-cultural Mexican-Americans know that the authentic Mexican Independence Day is September 16,” said Jonathan Simpson, commercial marketing portfolio director, Heineken USA. “Tecate Light is targeting traditional Mexican celebrations, including Mexican Independence Day to connect with Hispanic and Mexican-American shoppers and redefine the light category."

    The effort will be supported by POS, cross-merchandising promotions, as well as national TV spots, digital and social media.

    Tecate is a brand of Heineken USA, a subsidiary of Heineken International BV.

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