MARKETING CHALLENGE: New Tecate Light beer had to stand out to Mexican-Americans in a crowded light-beer market.
CREATIVE SOLUTION: Mexican immigrants shouldn't be drinking light beer!
"What the hell happened to you? You crossed the border and lost your sense of taste," Carlos Boughton, brand director for Tecate equity, describes the approach.
Adrenalina's creative director, Paco Olavarrieta, came up with the device of a photo a son has sent his parents from the U.S. of himself drinking light beer. The parents, seated in their living room, hold up the picture and rant sorrowfully about their son's poor beer choices in four entertaining spots. Will he drink melon margaritas and wear silk stockings next? Each spot ends with the father saying if he has to drink light beer, at least drink Tecate Lite, which has flavor.