Tecate and Tecate Light, cervezas con carácter, announce the digital launch of Manfidence, a witty and bold campaign that was executed in partnership with Facebook’s multicultural team and Creative Shop. This is the first time the brand leveraged a social media platform to provide creative and media guidance to bring its positioning to life in a way that is relevant to bicultural Hispanic men 21-34. Additionally, it’s the first time Facebook’s Anthology program – the blend of art and science to create high-quality, original content – has developed a U.S. Hispanic campaign. Tecate worked with MV42, on media recommendations to promote the campaign’s illustrated posts and videos running now through Dec. 31, 2014.


Manfidence, a concept Tecate created in partnership with iNSPIRE, is an attitude that is shared by men who are confident, comfortable in their own skin, dynamic, and clever. Facebook’s Creative Shop captured this essence through illustrated posts, which were two times more engaging than prior creative. The video series depicts how a man with Manfidence can handle difficult situations involving the in-laws. The 30 seconds clips are available on Tecate’s Facebook page https://www.facebook.com/tecate.

“Bicultural Hispanic men are heavy users of digital media and Facebook was the perfect place to launch the online portion of our Manfidence campaign. We worked closely with Facebook on the video content to ensure it would resonate with Hispanic men in a clever and humorous way,” said Gustavo Guerra, Tecate brand director. “The engagement from the initial posts has been a tremendous win for our brand and we are looking forward to seeing this translate to video views as well.”

Editor’s Note: Through Dec 20, also check out the Tecate Light Bold Taste Challenge

About Heineken USA

HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of Heineken International BV, the world’s most international brewer. European brands imported into the U.S. include Heineken, the world’s most international beer brand, Strongbow Hard Apple Ciders, Desperados, Amstel Light, and Newcastle Brown Ale. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.


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