New York - This week Tecate Light, cervezas con carácter, launched its latest advertising campaign, ‘Born Bold’. The campaign will run for the next 42 weeks and includes radio, OOH, PR, immersive digital and #BornBold social activations in Spanish and English, and for the first time ever, the Black Eagle will take flight on local English broadcast TV.
In introducing ’Born Bold’, the brand is taking its iconic Black Eagle and putting it at the center of a campaign touting a full-flavored light beer that is worthy of the hunt.
“There are 21 million bi-cultural Hispanics in the Sunbelt who are confident and fluid in their Mexican and American duality – meaning they’re equally comfortable living in both worlds,” said Max Skowron, Senior Marketing Director, Tecate. “Our demographic embodies the Black Eagle; they were born with real swagger, and because of Tecate Light’s superior flavor and strong personality, we will be bold in our campaign to become their beer of choice.”
The campaign approach represents how bi-cultural men, and Tecate Light, were born with something extra. And, when combined with a major increase in spending from 2014, it is primed to accelerate the brand’s growth and solidify its place as the fastest-growing, best- tasting premium light beer in the U.S.’ Sunbelt states.
In the 30-second and 15-second TV spots, created by Tecate Light with Saatchi & Saatchi NY, viewers are introduced to the Black Eagle used as a metaphor for the demographic. Both “Apartment” and “Work” take different paths to showcase the values, character and friendships of the Black Eagle, as well as, his never-ending hunt for the bold flavor of Tecate Light.
Saatchi & Saatchi NY’s Chief Creative Officer, Jay Benjamin notes: “Tecate Light is a brand that has a natural place in New America. The Born Bold campaign recognizes the boldness of our audience and we’re excited to see where the Black Eagle flies.”
To complement its ongoing social engagement strategy, Tecate Light will release an eight-part episodic video series called “One Bold Night.” Here, online viewers will follow the Black Eagle through an incredible story where him and his crew experience the most extraordinarily epic night ever.
Later in the year, the Black Eagle will also be on the hunt for the boldest moment of the year for bi-culturals and create a new holiday in a major media market for fans to celebrate that little something extra.
The ‘Born Bold’ campaign is the first for an entirely new roster of agencies selected at the end of 2014 including Saatchi & Saatchi NY (TV, radio, OOH, digital & social), BRAYA (public relations), Mirrorball (event activation) and Geometry (retail activation).
For additional details on Tecate Light’s ‘Born Bold’ campaign or to speak with a Tecate Light representative about the brand, please contact BRAYA at HUSA@BRAYAUS.com.
Guillermo Vega, multi-award winning CCO of Saatchi & Saatchi London, is a man in a hurry. His career includes setting up and growing W+K Sao Paulo from 3 to 100 employees in 4 years. He talks about learning to be patient, the Super London way.
Tide 2021 Superbowl spot: Saatchi & Saatchi New York
Publicis Groupe hires Natalie Lam
Daniel Lobatón is the first chief creative to be promoted from within at Saatchi & Saatchi New York.
Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…
Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…
Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…
SKS365, a leading international betting company, has chosen Saatchi & Saatchi Italy, led by CEO Simone Masè, to handle the creative account for its sports betting and gaming brand, PlanetWin365.
Today Saatchi & Saatchi announces taking the pledge, and joining Free the Bid as a global network.
Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…
Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…
Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…
Saatchi New York’s “It’s a Tide Ad” campaign for Super Bowl LII got the stamp of approval from a group of top advertising creatives today, winning the Super Clio, honoring the game’s best work.
Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…
