Felix Palau of Tecate: Language becoming less important in ad strategies targeting Hispanics

Felix Palau, VP of marketing for Tecate and Indio beers, revealed in an interview with PRODU the brand’s expectations for 2013, after kicking off the year with the announcement that Tecate and Tecate Light are with Hispanics all the way in celebrating their passion for American football – a new way to get closer to the Latino consumer.With regard to expectations for 2013, Palau said “I expect the company to grow with the Hispanic market. We have a solid portfolio of brands that strongly complement each other in ways of reaching the Hispanic consumer. For Tecate in particular, 2013 will be a year of consolidation and growth. We have a very solid plan to boost Tecate Light’s bond with bicultural Hispanics, and we will continue directing culturally relevant messages to our consumers.”The executive said that Tecate will continue aiding retail sales activities through its boxing sponsorship and that innovation will continue to be a basic element of growth.Speaking of the Hispanic market, Palau said “I can only expect the market to get more competitive, with more companies and brands shaping their strategies to capture the Hispanic consumer. I also foresee the language becoming less important, so we must take into consideration all levels of acculturation. The common denominator will be a focus on values that create emotional ties with Hispanics and make our brands culturally in tune with this increasingly important demographic.”