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Mexican beer brand Tecate has launched a national retail program to help U.S. Hispanics 21 and older express their passion for American football, regardless of language. The brand is placing bilingual thematic point-of-sale (POS) materials with the slogan “For those who Celebrate like Champions” and cross-merchandise promotions at on- and off-premise locations across the country through February 2012.
According to a 2009 study by ESPN Deportes, 51 percent of bilingual Latinos and 69 percent of English-dominant Hispanics consider themselves NFL fans. As such, all of the promotional materials designed for this campaign are available for the first time in both English and Spanish, enabling retailers to choose the language that’s more relevant to their customers.
“Over the last few years, we’ve seen Hispanics’ interest in football grow exponentially, said Felix Palau, VP of marketing for Tecate, a brand imported by White Plains, N.Y.-based Heineken USA Inc.“We understand that Spanish- and English-speaking Hispanic men have an appreciation for the character, vitality and talent of the athletes on the field, and we want to make sure that Tecate is a part of that celebration. Tecate’s football retail program will complement our long-standing support of boxing, which allows us to connect with adults in another forum con carácter.”
The bilingual POS materials, which include table tents, price cards, cooler decals, pole toppers (pictured) and posters, prominently feature a Tecate-red football helmet and product shots of a Tecate bottle and can. Further, the brand is offering instant and mail-in discounts worth up to $35 off such championship viewing party essentials as snacks, meat and bottles of distilled liquor, with the purchase or two 6-packs or one 12-pack or larger of Tecate or Tecate Light (where legal).
Three million more Hispanics watched last year’s final game of the football season than the World Cup Final, according to The Americano NFL Hispanic Viewership 2011.