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.