Tecate & Perion Case Study

Enhancing the Refreshing Taste of Light Beer through Programmatic DOOH

Core Objective

Tecate’s primary objective was to bring back their communication magic through a 360° campaign that both delivers a clear reason to drink Tecate Light and makes consumers fall in love with Tecate’s brand personality: for the first time for younger consumers or making our lovers and quitters remember why they first fell in love.

Solutions

Tecate aimed to regain market share from competitors by launching a new version of Tecate Light in a smaller can. They strategically used out-of-home (OOH) advertising as a key touchpoint, and by incorporating a more data-driven strategy, this campaign became the first to showcase brand lift innovation in measurement for the brand. 

Results 

The campaign resulted in more than 5M impressions over the four week campaign period. Perion’s custom audience and measurement capabilities allowed Tecate to exceed their core objectives. The results of the Brand Lift Study determined that there was a:

• 38% increase in ad recall
• 13% increase in positive attributions of brand image
• 11% increase in brand preference

Client testimonial:

Our experience with DOOH for brand amplification has been incredibly successful. The campaign not only delivered impressive numbers but also fostered a stronger connection with our audience. By leveraging state-of-the-art technology and data-driven insights, we were able to craft a campaign that resonated deeply with our consumers.

The versatility of DOOH also played a critical role in the campaign’s success. The ability to display dynamic and engaging content allowed us to showcase the unique attributes of Tecate Light creatively. This flexibility meant that our advertisements were not static but interactive and visually appealing, capturing the audience’s attention and encouraging deeper engagement.

Alexandra Ahumada,Consumer Connection Manager, Tecate