‘esate Light Target Hapanica inEngteh, Spans one 30,2008 ByDela coLanons ri NEWYORK Weean bene Tecate Lightins % ‘week vl erbart ena dua English Spanien mutimeda sate, targetng US Bom Hispanicmales ‘ns wit boihe atte Tecate Ugh ‘pote oyHeineen USA We Plains, 1, nas xecuteaan rspanic‘argeiee ‘ffotinEngish eschewing he tadtoral Betelatal marteingcresed 2 U5 {tno scenes muct employ ony Sparich messoging, ‘The US-demnfistor second peneraion [Eonsunes] sore keh onan Zmvecanilfsh, sotho/re more ure cog sal Cais Bough, Teele Lights ‘ane cvector descrbmg ne dual mae ray’ as Ive campalgns unde ne concent” MOC Pamers Adrenains, ten Yak ie Melos agene ene hardin the ieatve or et Tecate ughtcampelgh rte Hispanic ager snce ‘winning te accoum mn Novae 2007 Weaavest New Yor manages Me Hispantctargeted Eraish ane Spanish medi buy ‘ughton ssié ad sperd ni increase by as much a8 18 percenttllwing lansucceestuaterpts in Te81 and n 2001 lauen tre orand domestcay, Tecate Lion soentnealy $2 millon cn Hisparicspotradom 2007 perTvelsen enit-Pus ‘wo ofour tanned TV spots one in Engl (CellPhone? and aren Spanish (Paps) wil beak Oca} June 3) English on network an cate Tt Imafer Hispanic matetsn San fori Phcen and Tucson, ar. anc Dleuquerqua Nv ABC. NBC. CBS. Fox he WE. UPN and fee ideoendent Statens Cable ncusesCiacovr, str) and Sef Channels: ESPN, ESPN, PcTle,785,USsengonere ‘Spanih cesthe alee debuts ia Unicon, Telemundo, TeeF ura ant independents n 11 major spaniemarets Supportinudes pire rac, cutzoor angPOF in engish and Spanien The ia. Fer ese who want ‘more" (Porlos aue culeren rs. is berg pestioned as live aversion ofthe popular Tecate brand ands tap "Tecate Concaracir (Tecate Wit erate The Enoish create inroduces Tecate Liot consumers to a male charade ‘ne sreng loncar an he expecedts hae recumigrale 26 Rebrew's “fover conosince Helaa mane man an amslen'osravrethatuntted US-bamrispanics mara he ig cola when lamas to aninga lst Desrtnatanboaes te bsteness ef lenlco ara nas he favor of cerca. lathe Engh tanguage spot “Cal Prene”a mansitiegin a ceva ‘esteurts epeatig oud ls hs motile ghene whde dankings generic Ightbeer Te lieican man charadter walks nandraprimance fe ud fale ‘orn baa hale ane then mote te tt 2 Tecata Light second epet hn Engleh Movela“tles achechy jb ates of panier biggest gertenal passion telenovelas and socesr A oung Hapariemale homealone annkng a domes ight beer wl siting Nore ete Seat) watching a Dynast-mest-vicora cap opers because hee'sne Socte’ on right ne ays, wie he Mesean man pulls tim Fomis funk and fnlignenshim win a Teeze Ligh humorous Sparish spot "Paps" (Paents sees 2 coupe meno ranerang net sen, wie upon meungtome Us. nasirastemed Tom 3a ‘avored cena airker i 2domesU= ott bes ainter."Inevertaughtnin ‘mats angi ter £25, pcrtng 3 phote cer son and ts amigos Giniing 2 weak US ligt beer S22 We cebting mutter em tut uzedto rave hin aenk ight lasses cf wate a dey” Apnntcampaion in Spanish wil launch statagin Jul’ xin en Escatot with Eagien ang Spanish lanredtr radio outothame anda POS eto ies Feling oa stre is for minds hatter toottep hat valve atheroate ‘he Noose tall outs to guide consumers tothe fetigeralr cases of lore eves wiste hey can puchase Tecate git ‘Thebreweriscountng on comeding win rouna upward mobile Hisoznc rmaleeuneve been nuanced the ives 2 aoe of ei sea-ben Parents or aes ar embers who hare aposeatne US-aee generabonto St ottetnngs ter ioved ones gw up wih nhlenco, Eeugion sd Reaching he US. Hspane rite marotmay bo e tough olf the brand LUgtt beer account fr € perce’ lhe domestic bee cater’ ih the toa {tres pared gt beers—Corora Ligh. Amstel Ligh and Heieren Premium Lintt—seling 28 minerals in 2007. oer SeerMarceters neigh, West Nace nly “Tee's mach more competion in he Mesicanbee! wosdthan tere was betere said ere Shegnae, SU's execute eator evened Is gang ater me (Corona Lightarnier ancitsgetg realy sy ou ere Importghtbsers ae stl 2 smalisepmentctthe overall sepmentatabout 10 percent Shephard ald He ade: “Tha’'s etnera challenge oan opacrunty. Thete's att oom to 10u he seoment which may te he wa) maths ae ooking tor Relsy0u ‘hors me, bereszor uhy consumers hav been ring mgot ght Deere av | san neers 988 “susicaiierowinierna Yg008» cops 2007Aaneing Meo