Tecate, the Mexican beer with bold flavor, has launched a new advertising campaign featuring actor, Sylvester Stallone. “Born Bold” debuts alongside Mexican super fighter Canelo Alvarez, who reprises his role following last year’s “Flashy.”
The duo will be featured in multiple scenarios throughout the two 30-second spots entitled “Beehive:BBQ” and “Belt:Tub,” with the screen icon and star fighter humorously challenging each other to be bolder. The two will be featured alongside Tecate’s Black Eagle, who continues his iconic role as the brand’s symbol of masculinity and connection to its bi-cultural Hispanic consumer.
Sylvester Stallone has a lifelong connection to boxing and continues to build a career as a symbol for masculinity, which resonates particularly well with Tecate’s bold, bi-cultural consumer,” said Belen Pamukoff, Brand Director, Tecate, in a statement. “In these new spots, our mission was to capture the comradery between Stallone as a masculine, legendary actor and Canelo as a real life boxing champion, while further fueling the inherit bold swagger of these superstars.”
“Our relationship with Sly is a couple of years old given we’d worked with him for Tecate in Mexico,” added Pablo Batlle, CCO, Nómades. “The challenge here was to find the real voice of this collaboration in the American market. We think that we achieved a new approach that is relevant to the bi-cultural Hispanic consumer and to the Born Bold concept.”
Since the official debut of the “Born Bold” advertising campaign in 2015, Tecate Light has made waves throughout the industry, becoming the fastest growing light beer in the US versus our competitors and introducing the incredibly successful #TecateBeerWall spot late last year – timed to the first and second Presidential debates.