Tecate Multicultural Campaign Celebrates Holiday Season

10%20CASE%20STACKERFrom Thanksgiving to Dia de Reyes, Tecate Light will run a comprehensive, 360° program that offers LDA+ consumers “everything they need to kick-start their holiday celebrations.

The fully-integrated retail promotion — including digital partnerships with Pandora and Ibotta, in-store displays and POS — invites consumers to “Eat. Sleep. Celebra. Repeat.” in order to “conquer the holiday season,” the company said in a press release.

“The ‘multicultural wave’, including Mexican-American bicultural consumers, is forecast to account for approximately 70% of beer category growth; therefore, it is becoming increasingly critical for brands to connect with them and engage,” said Jonathan Simpson, Commercial Marketing Portfolio Director, Heineken USA.

Consumers often decide on the beer brand they will purchase prior to going in-store. To drive awareness of Eat. Sleep. Celebra. Repeat. prior to shopping, the brand is collaborating with digital partners including Pandora and Ibotta to deliver targeted content, product locators and cash-back rebates driving consumers in store to purchase Tecate Light.

At retail, eye-catching in-store displays and POS elements containing holiday-themed images and messaging will encourage consumers to choose Tecate Light for their holiday celebrations.

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