To commemorate more than 75 years in market, Tecate is bringing back one of its original can packages, encouraging millennial beer drinkers and longtime brand loyalists to “Throw Back a Throwback.” Containing the same great beer known for its quality, unique crisp flavor and originality, Tecate aims to reach consumers who are responding to nostalgia in a way that re-captures iconic packaging from the past.
The new, throwback pack enters the market at a time when Mexican Imports are growing +11% and all things retro are seeing a renaissance across a range of categories. “We see the Retro Can as a winning strategy to give our older consumers a blast from the past with a commemorative token,” says Oscar Martinez, Tecate Senior Brand Director, HEINEKEN USA, “and to introduce Tecate to millennials who have had a shorter engagement with the over 75 years of our history.”
Beginning in May and continuing while supplies last into August, this limited-edition can will be released nationally in all seven 12 oz. pack configurations and supported on- and off-premise with digital media and in-store merchandising materials to drive shopper awareness and takeaway.