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New Pitch for Tecate Light Is in English and Spanish From: brandweek.com
Tagged: advertising campaign, beer, TecatePosted on: June 30th, 2008
Following several unsuccessful attempts over the past nine years to launch the brew domestically, Mexican beer Tecate Light this week will embark on a dual English-Spanish multimedia strategy targeting U.S.-born Hispanic males.This will be the first time Tecate Light, imported by Heineken USA, White Plains, N.Y., has executed an Hispanic-targeted effort in English, eschewing the traditional belief that all marketing created for a U.S. Latino audience must employ only Spanish messaging. “*
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Filed Under: Business, Business News, Marketing & Advertising
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