Making fun of Mr. Trump’s idiotic idea for a U.S.-Mexico border wall has become a national sport –and the subject of some questionable marketing tactics.
The latest example is this ad for Tecate Light, which aired Monday night during the first presidential debate between Hillary Clinton and Donald [the crazy] Trump. In a nutshell, Tecate proposes building its own wall — but it’s not yuuuge, but small enough to rest a beer on for a neighborly chat between gringos and Mexicans.
The tagline: This wall is going to be small but it’s going to be huge. Watch and decide for yourself: Which is the worst idea: Trump’s or Tecate’s?
Tecate has launched its first national campaign in the U.S. featuring none other than Mexican boxing superstar Saúl “El Canelo” Álvarez. In a 30-second-spot, we see Mr. Álvarez being hailed — and carried (literally) — as some kind of King of bling bling only to jump on the ring like a champ and remind us that “he is always bold but never flashy.”
According to Adweek, Tecate’s Born Bold campaign is an effort to further “amplify modern masculinity” (whatever that means) among Hispanics and non-Hispanics alike.
“The primary target is still the Hispanic consumer,” brand director Belen Pamukoff told Adweek. “But as a secondary target, we have the general market.”
A second TV spot features a veteran referee losing his patience for one player’s attempt to draw a foul call against his opponent finally drawing the dreaded red card, something I believe is also an effort to “amplify modern masculinity.”
Anyhow, here goes.
Please watch and let me know: Did the spot help amplify your modern masculinity?
In its ongoing quest to position itself as the beer for real hombres, Tecate today launched the Are you hombre enough? challenge, basically asking guys -Latinos and non-Latinos- to prove their manhood.
The challenge, led by a pair of sportscasters known as Las Deportadas (a tongue-in-cheek moniker to show they are Hispanics and sports specialists) basically aims at testing guys’ manhood by asking them “super revealing” questions. For example:
Fans are encouraged to quickly answer a series of questions designed to test their hombre-hood, including “Your girlfriend asks you to hold her purse. What should you do?”
Because as everyone knows, carrying your girlfriend’s purse will make you look like a sissy, something your macho compadres will never approve of.
What I don’t quite get from the whole promotion is how expressing your love for Tecate Light will make you hombre enough. All the real hombres I know (and those I’m attracted to) will most likely gulp down liters of mezcal, tequila or aguardiente while actively refusing to carry your purse and urging you to take your top off.
Watch Las Deportadas do their thing as they go to “Dallas” (no pun intended.)
Say what you will about Tecate, but the beer maker knows a thing or two about Mexican men and their tricky ways to get women do what they want (namely to get them cold beers from the fridge.)
I don’t know you, but I found the following spot truly amusing.*
*NOTE: For those enraged Latinas ready to start screaming and/or propose a boycott against Tecate or something, please contact the company directly or its ad agency in Mexico, not this blogger. Thank you for your cooperation.
After numerous complaints by anal law-abiding citizens who think public urination is not a really good thing, Tecate has decided to pull the above billboards. See? Even if you don’t speak Spanish, the message is pretty clear: If you’re a man who drinks Tecate and thus have ‘coraje’ (balls, courage, etc.) then you should be able to relieve yourself anywhere you like; on trees, for example.
The Consumerist has the full scoop, including Tecate’s apology, which goes like this:
We have an internal process whereby every ad is reviewed for compliance with our local code for responsible commercial communication. As a part of that process, this ad concept was rejected by our US team but unfortunately, an error was made and the ad was mistakenly released and posted. We sincerely thank consumers for bringing this to our attention and have immediately removed the ad. We regret the error and are taking a look at our internal controls to ensure this does not happen again.