Tecate Doing Largest Promo Campaign to Date

Mexican cerveza Tecate is doing its largest campaign to date, involving both Mexico and the U.S., with another promoter, Top Rank. The effort supports this weekend's mega-fight between Manny Pacquiao and Miguel Cotto in Los Vegas. It will ncludes ads, promotions, point-of-purchase and grassroots events. The fight will be broadcast on HBO Pay-Per-View.

Tecate will offer a $25 mail-in discount for the HBO PPV event with the purchase of an 18-pack of Tecate or Tecate Light in Arizona, California, Colorado, New Mexico, Nevada, Oregon, Utah and Washington.

"We decided some years ago to build our association with boxing both in Mexico and the U.S.," says Cuellar, adding that traditionally, the company works with Top Rank for its promotional activities in its home country and with Golden Boy for U.S.-market activity.

Daniel Cuellar, sponsorship and media director for Tecate in Mexico, says the on-packaging offer of a discount on the PPV fee has been a hit. "We have been having great results. And every time we have those promotions in different markets, we found retail sales go up 20% or 30%," he says. Tecate is sponsoring the fight broadcast and even giving fans a chance to come to the fight. "I could say it is the biggest campaign we have done around boxing," he says.

I think this is a great team up for Tecate and Top Rank & Golden Boy. It's a great way to promote the beer and the boxing fight. Any kind of sport can almost always be associated with some sort of alcohol so this was a smart campaign decision on Tecate's end.