Tecate Light, the Mexican light beer, announces the return of its ad campaign “Papás”, anchored on the brand’s tagline “Por los que quieren más” or “For those who want more.”  Three Spanish-language spots are now airing on Univision, Telemundo, Azteca America and Estrella TV in markets where the beer is available, including Ariz., Calif., and Texas.
 
“With this installment of Tecate Light’s ‘Papás’ campaign, we’re creating continuity of two characters that connect emotionally with the brand’s core consumer, Mexican men making a living in the U.S. Most importantly, by incorporating humoristic and visual elements that only they would understand, Tecate Light is further positioned as an authentic Mexican light cerveza that offers them much more than just another light beer option,” said Christian McMahan, CMO of Heineken USA.
 
Adrenalina, the brand equity’s advertising agency in New York City since 2007, created the ads, while Media Vest’s MV42 Degrees was responsible for the media buy.  
 
The creative campaign also includes radio spots, out-of-home and retail marketing presence created by Adrenalina.

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