Client Cerveza Tecate (New York)
PR agency Formulatin (New York)
Campaign Por el Boxeador que Llevas Dentro (For the Boxer Within)
Duration January-December 2010
Budget Approximately $300,000
Since 2007, Heineken USA's Mexican beer brand Tecate, "cerveza con carácter," has aligned itself with US boxing, targeting Mexican men who recently moved to the US. The company sought to enhance its 2010 program.
STRATEGY
AOR Formulatin created a re-vamped initiative to capitalize on the beverage's sponsorship of 14 marquee fights and nearly 100 regional events throughout ...