• by Larissa Faw , April 11, 2016

Tecate is embarking on a 39-week ad campaign that includes the first time the Mexican beer brand has endorsed an individual fighter, Mexican boxer Canelo Alvarez, to promote Tecate and Tecate Light beers.

Developed by its agency Saatchi & Saatchi New York, part of Publicis Groupe, the concept builds off its previous "Born Bold" campaign by pairing the brand's mascot the Black Eagle with two consumer interests -- soccer and boxing -- in order to appeal to bi-cultural Millennial drinkers. 

The 30-second Red Card spot shows the eagle attending a soccer match to challenge Mexican soccer referee Felipe Ramos Rizo to display a red and not yellow card after a foul. 

The 30-second Flashy ad features the Eagle encouraging Alvarez to ditch the bling in order to "stay true to his roots."

The spots end with the brand's tagline, Born Bold. 

These two TV spots first debuted online and via select Hispanic TV channels in Sunbelt states before launching nationwide this week. Flashy, in particular, will be heavily promoted leading into the boxer’s first fight of 2016 against Amir Khan on May 7th as well as with his other 2016 fights.  

The campaign will also include both English and Spanish broadcast, out-of-home, PR, digital and #BornBold social media outreach. 

Aligned with this national expansion, Tecate and Tecate Light will also unveil new contemporary packaging led by global agency Elmwood. 

The new design includes a makeover of the iconic Black Eagle, broadening his shoulders, building out his T-emblazoned chest, placing him on a modernized Tecate word logo. The packaging also introduces "Spirit Eagles" -- individual eagles designed to express the personality of both Tecate Original and Tecate Light -- in the background of the can.

Elmwood added a modern silver strip that cuts through the center of the design that contrasts with each product's respective color: original -- red; light -- blue.

The campaign underscores the expansion that parent company Heineken is pushing for Tecate Light in the U.S. The light beer had previously focused distribution to the Sunbelt states, where it had 47% year-over-year growth and has since become the fastest growing light beer in the U.S. versus its competitors.