PARENTS by Adrenalina for Tecate

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PARENTS

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Industry Beers and Ciders
Media Promo & PR, Case study
Market United States
Agency Adrenalina
Director Simon Bross
Creative Director Paco Olavarrieta
Art Director Ismael Díaz
Copywriter Ivar Rodriguez
Released April 2009

Credits & Description

Category: Best Use of Television
Advertiser: TECATE LIGHT
Product/Service: BEER
Agency: ADRENALINA
Date of First Appearance: Apr 22 2009 12:00AM
Entrant Company: ADRENALINA, New York, USA
President/Chief Ideas Officer: Manuel Wernicky (Adrenalina)
Creative Director: Paco Olavarrieta (Adrenalina)
Copywriter: Ivar Rodriguez (Adrenalina)
Art Director: Ismael Diaz (Adrenalina)
Account Executive: Yonathan Bendesky (Adrenalina)
Agency Producer: Jose Escobar (Adrenalina)
Director: Simon Bross (Garcia Bross)
Media placement: TV Campaign - 3 spots - TV - 22 April 2009

Results and Effectiveness
Tecate Light grew to an 18% share.

Creative Execution
We used TV and Radio to reinforce the message to the channels that are utilised the most by our consumers.

Insights, Strategy & the Idea

The creative strategic solution was based on the insight of "What happened to you?" Since our targeted consumer for this campaign was the Mexican Newcomer, it is understood that this consumer didn't drink watered down light beer in Mexico, and now that they are in the United States they are drinking watered-down light beer. Therefore, we found in the Papas (Parents) figure a voice that could really try to talk some sense to the consumer. By using the Papas we found an authority figure to reprimand them for drinking watered down light beer and at the same time recognise them for all the sacrifices they do in the USA and deliver a strong message that if the want to drink light beer they should drink - Tecate Light!