Tecaté Solo Boxeo

Consumer Activation Target
Juego Con Ganas

Challenge
Poised for explosive brand growth based on the surge of first generation Mexican Americans in the US, Tecaté was in a perfect position to secure ownership of the newly immigrated Mexican while solidifying the brand’s position with established Mexican Americans. The key was to identify and activate a compelling platform that resonated with this target, was scalable from a local to national level and had relevance across multiple channels including on and off premise.

Solution
Own Boxing. One of the most popular sports among Mexicans, Boxing is a cultural anchor as much as a sport. To start, Tecaté joined with Univision/Telefutura as title sponsor of their weekly Friday Night Fights, Solo Boxeo. Point-of-sale along with local market and on-air promotions blanketed the country on a weekly basis. A multi-year relationship with Mexico’s favorite boxer, Oscar De La Hoya, took Tecaté Boxing to the next level. Sponsorship of four major boxing events included the highly anticipated “The World Awaits” championship bout between De La Hoya and Floyd Mayweather in Las Vegas on Cinco de Mayo. Supported with media, on-premise viewing events, consumer offer (the first-ever HBO pay-per-view offer), local marketing radio merchandising, retail POS and Limited Edition packaging, the relationship covered consumers in home, in the store and in market.

Results
The launch event set a record for Pay-Per-View events on HBO and delivered double digit sales increases establishing Tecaté as the number one import in several key markets during the promotion. Now in its second year, this Boxing platform has proven ownable, extendable and highly popular with consumers and the trade, and is being integrated into the new brand advertising.