MERCADEO Versión en español
Saatchi & Saatchi gets Tecate brand after losing Miller Lite
Patricia Molina| 8 de octubre de 2014
Heineken trabajará con Saatchi para Tecate en una medida para acelerar el crecimiento de la marca
After five months of losing Miller Lite, the Saatchi & Saatchi agency again demonstrates their ability to choose a brand of competitive beer quickly. This time, Publicis Group will take over as the agency of record for Heineken USA. The franchise includes Mexican imports of Tecate and Tecate Light, as well as other important extensions to the beer brand. This happens after a formal review of three months. The former agency was Inspire, based in Dallas, which won the brand in March, 2013. Inspire assumed the duties of Olabuenaga Chemistri in the USA, which had long handled the brand in Mexico.Meanwhile, Heineken said in a statement that working with Saatchi for Tecate in a move to “accelerate brand growth and solidify its place as the premium light beer brand with faster growth in the North American market.” The company said, citing statistics from Nielsen, sales from Tecate went up 3% to date, including a growth of 44% for Tecate Light. “Tecate is gaining a boost by engaging bicultural consumers across the country, because of its superior taste, strong personality and brand values,” Max Skowron, director of marketing for Tecate, said in a statement.The agency expects to recover from this loss of Miller, which caused more than US$11,800 million in 2013.
