Tecate and Tecate Light recently announced a retail campaign around the boxing match between Manny Pacquiao and Chris Algieri on November 22. The promotions include POS materials, a sweepstakes and mail-in rebates. From the press release:
NEW YORK (Oct. 02, 2014) – Tecate and Tecate Light, cervezas con carácter and long-time supporters of boxing, announced details behind their retail activation surrounding the highly-anticipated match between Manny Pacquiao and Chris Algieri, promoted by Top Rank and scheduled to be broadcast live on November 22 on HBO Pay-Per-View from the Venetian Macao’s Cotai Arena in China. The three-month retail campaign is anchored on the brand’s “Taste of Triumph” communication platform, which encourages men of carácter to seize and conquer everyday victories, and includes a variety of promotions and VIP experiences.
“Boxing is one of the most popular televised sports among bicultural Hispanics, who constitute a large part of our Tecate and Tecate Light target consumers. Although Pacquiao vs. Algieri will take place in China, it still provides us with a great opportunity to not only build excitement among fans 21+ in the U.S., but also to help our retail partners increase traffic to stores and drive purchase around this relevant consumption occasion,” said Gustavo Guerra, brand director for Tecate and Tecate Light. “All of our promotions are carefully designed to give our consumers in the Western Sunbelt states the opportunity to “Taste the Triumph,” much like either Manny or Chris will on November 22nd.”
When consumers walk into retail stores in Arizona, California, Colorado, Nevada, and New Mexico, they’ll notice a variety of thematic point-of-sale materials designed by Tecate and Tecate Light to create a shopping destination con carácter. Commemorative posters, price cards, standees and banners featuring official fight artwork and event details will also encourage fans 21 and older to enter to win a variety of prizes through the brand’s “Taste of Triumph” Sweepstakes. By texting “TASTEOFTRIUMPH” to 55678, they’ll be in the running to win the Grand Prize consisting of a VIP trip for two to Macau, China to watch the fight live, including round-trip airfare, hotel for three nights, premium tickets to the fight at the Venetian Macau, and VIP access to various fight week events.
One First Prize winner will be awarded a trip for two to Las Vegas during the fight weekend, including transportation, hotel accommodations and VIP access to the official Tecate-sponsored Pacquiao vs. Algieri Viewing Party; while ten Second Prizes, consisting of a streaming code to the HBO PPV event and a $100 gift card, will allow additional fans 21 and older to watch the fight at home con carácter.
Additionally, Tecate and Tecate Light will offer a variety of savings solutions to drive traffic to stores and increase basket rings, including a mail-in-rebate coupon worth up to $30 off the HBO PPV event, and an instant savings of $5 off in the meat department with the purchase of an 18-pack or larger of Tecate or Tecate Light. All promotions are valid only where legal and available.