LONG BEACH, CA: In its eighth year as a sponsor of the Toyota Grand Prix of Long Beach, CA, the Mexican beer company Tecate is taking its PR in a more bilingual, “Americanized” direction. As part of that switch, Tecate Light will be the main brand for the sponsorship to bring a younger, more acclimated target audience. It will be accompanied with more English-language outreach.
"[With Tecate,] most of our outreach had to be in Spanish," said Carlos Boughton, Tecate brand ...