This website requires certain cookies to work and uses other cookies to help you have the best experience. By visiting this website, certain cookies have already been set, which you may delete and block. By closing this message or continuing to use our site, you agree to the use of cookies. Visit our updated privacy and cookie policy to learn more.
This Website Uses Cookies
By closing this message or continuing to use our site, you agree to our cookie policy. Learn More
This website requires certain cookies to work and uses other cookies to help you have the best experience. By visiting this website, certain cookies have already been set, which you may delete and block. By closing this message or continuing to use our site, you agree to the use of cookies. Visit our updated privacy and cookie policy to learn more.
Packaging Strategies logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Packaging Strategies logo
  • Magazine
    • Current Issue
    • Digital Edition
    • Subscribe
    • Archives
    • PS Resource Guide
    • Design Gallery Directory
  • Featured
    • Packaging Perspectives Podcasts
    • Packaging News
    • New Packages
    • Web Exclusives
    • Blogs
    • Supply Side
    • Supplier Products
    • Top Food Packaging Companies
    • Top Beverage Packaging Companies
  • PS News
    • Digital Editions
    • Special Reports
    • Subscribe
    • Sample Issue
    • Reprints
    • Customer Service
  • Machinery
    • Automation / Controls
    • Case Forming / Packing / Sealing
    • Cartoning
    • Coding / Marking / Printing
    • Components / Parts
    • Conveyors
    • Form-Fill-Seal / Filling & Closing
    • Inspection / Detection / Vision
    • Labeling
    • Unitizing / Palletizing
    • Robotics
    • Track & Trace / Serialization
  • Vertical Markets
    • Beer / Wine / Spirits Packaging
    • Beverage Packaging
    • Candy / Confectionery
    • Dairy Food Packaging
    • Food Service Packaging
    • Household Packaging
    • Meat / Seafood Packaging
    • Personal Care Packaging
    • Pet Food Packaging
    • Pharma / Medical Packaging
    • Produce Packaging
    • Snack Food Packaging
  • Materials
    • Adhesives / Sealants
    • Beverage Multipacks
    • Blister Packaging
    • Cans & Bottles
    • Closures/Lids
    • Films & Coatings
    • Flexible Packaging
    • Labels
    • Paperboard / Corrugated / Cartons
    • Rigid Containers
    • Sustainable Packaging
  • Brand Packaging
    • Design Gallery Directory
  • Events
    • Converters Expo
    • Converters Expo South
    • Global Pouch Forum
    • Industry Events
    • Webinars
  • More
    • Videos
      • Pack Expo 2019 Videos
      • PMMI video series
    • Book Store
    • Classifieds
    • Custom Content & Marketing Services
    • eBook
    • eXTRA eNewsletter
    • Interactive Product Spotlights
    • Market Research
    • The Packaging Guide
    • Polls
    • White Papers
  • Contact
  • Advertise
Home » Tecate and Tecate Light revitalize packaging

Tecate and Tecate Light revitalize packaging

June 18, 2012
Reprints
No Comments
New look adds character to symbolic eagle.



Tecate announces the launch of its revamped primary and secondary packaging which will hit off- and on-premise accounts in the U.S. in June 2012. The new design places greater focus on the brand’s iconic eagle imagery and completely aligns with the packaging recently introduced in Mexico, further emphasizing Tecate’s cross-border alignment.  

“We’re committed to offering distributors and retailers quality product that will not only stand out on their shelves but also reflect the boldness and masculinity of our U.S. Hispanic consumer,” says Felix Palau, VP of Marketing for the Tecate equity. “As Tecate’s brand packaging design partner, HMSDesign was instrumental in visually leveraging the characteristic black eagle to create an ownable 'badge of value' that is more recognizable, contemporary and dynamic than ever before.”     

The revitalized Tecate and Tecate Light packaging features a larger black eagle set against the vibrant red-and-gold and blue-and-silver backgrounds of the brand. One side of all cans prominently displays the brand’s icon, further showcasing its bold character. Additionally, the Tecate and Tecate Light brand names have been re-positioned on a dynamic horizontal plane for increased legibility and presence.   

“We are long-term partners with the Tecate brand, and served as co-creators in identifying the key elements of the brand equity, creating a design solution that visually resonates with the consumer.  As a master brewer, Heineken knows beer. As brand strategy consultants, we know how to leverage design to sell products in core markets – a perfect relationship!” says Hugh Montgomery of HMSDesign.  

Beginning in June, the new packaging also will be featured in point-of-sale materials, including mail-in-rebates, price cards, pole-toppers and mass display pieces, designed to support the brand’s upcoming promotional efforts including its sponsorship of the Pacquiao vs. Bradley boxing event and summer soccer program. However, consumers 21 and older across the country will continue to enjoy the same bold taste of Tecate and Tecate Light, which is characterized by a full essence and aroma derived from the natural ingredients used in its brewing process.  

Tecate has introduced commemorative packaging to support several of the its programs, such as championship boxing events and soccer promotions in the last years; however, the last time that the brand equity redesigned its entire packaging line was in 2009.

PS Subscribe

Related Articles

Coors Light fridge keg goes national

Coors Light debuts aluminum bottle

Bud Light introduces cocktail-inspired beverages

Halo Top Creamery adds three new light flavors

You must login or register in order to post a comment.

Report Abusive Comment

Subscription Center
  • Print & Digital Edition Subscriptions
  • eNewsletters
  • Online Registration
  • PS News
  • FAQ
  • Subscription Customer Service

More Videos

Packaging Strategies Poll Promotion

Events

February 12, 2020

Converters Expo South

Converters Expo South is a one day expo that unites converters of paper, film, plastics and nonwovens with industry buyers, specialists and suppliers. With hundreds of attendees expected, Converters Expo South will be the place to find manufacturing partners, check out testing and prototyping equipment, meet with producers of disposables and learn the latest in flexo printing and packaging.

April 29, 2020

Converters Expo

Your one-stop shop for all things converting is back in 2020 with additional exhibit space! Celebrating 13 years as the only one-day expo exclusively located in the Midwest, Converters Expo unites converters of paper, film, plastics and nonwovens with industry buyers, specialists and suppliers.

View All Submit An Event

Poll

Packaging Job Woes

What is your top worry about your role in packaging?
View Results Poll Archive

Products

Managing Packaging Design for Sustainable Development: A Compass for Strategic Directions

Managing Packaging Design for Sustainable Development: A Compass for Strategic Directions

See More Products

Packaging Perspectives Podcasts Promotion


PMMI interview today's packaging

Packaging Strategies

PS1219_Cover-144px.jpg

2019 December

The December issue of Packaging Strategies comes with the Resource Guide. In addition, features on private label innovations, branded packaging in ecommerce, the unicorn craze, palletizing/depalletizing solutions, servo drive systems for packaging, digitalization in labeling, sustainable inks and much more!

View More Create Account
  • Helpful Links
    • List Rental
    • Editorial Guidelines
    • Submissions Guidelines
    • Survey And Sample
    • Packaging Brands
    • Partners
    • Polls
    • Want More?
    • Connect
    • Privacy Policy
    • Subscribe
  • PS News
    • Subscribe
    • Customer Service
    • FAQ
  • Packaging Group
    • Flexible Packaging
    • Packaging Strategies
  • Subscribe
    • Print & Digital Edition Subscriptions
    • eNewsletters
    • Online Registration
    • PS News
    • FAQ
    • Subscription Customer Service

Copyright ©2019. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing