HMO BACKtalk – The Chat Spot For Multicultural Marketers and Advertisers

In the recently released Hispanic Market Overview 2016, presented by Lopez Negrete Communications, I skewered Saatchi & Saatchi New York for their recently released “Born Bold” total market campaign for Baja California-based beer brand Tecate.

Not too long ago, Tecate positioned itself as a beer for the working class Latino, and the first-generation Mexican man who deserved a cold Tecate after a hard day of work, and providing for the family.

Now, Tecate is using swagger in an attempt to win over the millennial male with “flavor that can’t be tamed” and the use of a boxer and a soccer referee.

Attention CMOs and Brand Managers: Is this the worst example of how “total market tactics” can result in work that employs shortcuts and cost efficiency rather than consumer insights to help grow a brand?

  1. The core audience that made Tecate a valued brand in the U.S. has just been tossed aside.
  2. The almighty millennial is now the target, and what better way to get all millennials is there than to “give a nod” to Latinos by throwing in something like a Hispanic boxer!

I’m pulling out the Red Card on Tecate.

What other brands deserve a Red Card? Let’s hand them out now, so decision-makers don’t make the choice of putting the budget ahead of research and true solutions for long-term brand growth.

Adam R Jacobson

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