Tecate Selects Newly Formed Adrenalina as Agency of Record for Tecate and Tecate Light Advertising

Heineken USA, the exclusive U.S. importer of Tecate, one of Mexico’s leading beer brands and the largest volume Mexican brand in the Heineken USA portfolio, today announced its selection of newly formed Adrenalina as its Hispanic advertising agency of record (AOR) for Tecate and the new Tecate Light. The assignment will be effective immediately.

Adrenalina, a newly formed advertising agency and the newest and only Hispanic member of the MDC Partners network, brings together a new generation approach and expertise to the Hispanic marketplace: Paco Olavarrieta, Manuel Wernicky and José Arandia.

“Throughout the extensive review process, we looked for a dynamic team that delivered a different perspective through breakthrough ideas with stopping power and a clear understanding of the brand’s essence,” said Ken Kunze, chief marketing officer for Heineken USA. “We are excited about bringing Paco, Manuel, and Jose on board and look forward to a dynamic and successful creative relationship that continues to drive equity in the Tecate brand in the U.S.”

As the new AOR, Adrenalina will be charged with developing insight-driven creative to support Tecate and Tecate Light and will work closely with Tecate’s BTL agencies to support Tecate’s integrated marketing platforms, including soccer and boxing.

“The members of this all-star Adrenalina team have a proven track record of delivering insightful and award-winning creative campaigns. That’s why we’re so confident the Adrenalina team as a united entity will take Tecate, an already explosive and bold brand, to new places,” commented Eduardo Casas, vice president, marketing, Tecate Brand.

“The process of coming together and forming Adrenalina has been a real rush. We plan to take the Tecate and Tecate Light brands to a whole new level of connection with consumers through engagement, experiences and emotion-driven ideas,” said Manuel Wernicky, Partner, Adrenalina. “Tecate is an iconic brand in the Mexican community and we look forward to a truly successful creative partnership with the Tecate team and with Heineken USA,” added Jose Arandia, Partner, Adrenalina. MediaVest, part of the Publicis Groupe, will continue to manage media buying and planning for Tecate and the broader Heineken USA-FEMSA cerveza portfolio in the United States.

The agency review process, by invitation only, began in May of this year and was conducted and managed by Boston-based consulting firm, Pile and Company.

The Tecate brand is one of the most compelling brand success stories in the U.S. beer industry. Tecate is the largest volume Mexican brand in the Heineken USA portfolio, and with double digit growth (14.5%) in 2006, became the number 4 import brand in the U.S.”*

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