Beck's launches new Hispanic marketing effort

Modern Brewery Age, June 23, 2003

A German beer wouldn't seem likely to get much traction with Hispanic consumers, but Beck's performs strongly in Hispanic sections of Miami. The reason--the brand was a top imported beer in Batista's Cuba, and has retained strength among the expat Cuban community. The brand has also done well in Hispanic neighborhoods in New York City.

Beck's North America is seeking to strengthen these northern and southern beachheads with a new advertising campaign for the Beck's brand in New York and Miami.

According to BNA, the company will run radio spots to "deliver Beck's messages in a lifestyle context that is relevant and responsive to Hispanic consumers" using "lighthearted, ear-catching presentations of dilemmas and choices to life's tricky social situations."

The company said that the new work will build off Beck's "Life Beckons" national campaign developed by Leo Burnett. Alturas Communications has developed a special Hispanic market campaign that features the tagline "Vive Beck's...y Tendras La Llave," translating to "Live Beck's...And You Will Hold the Key.

The 60-second radio spots are airing on top stations in both markets and in Miami 100 transit posters feature the Beck's Hispanic creative of black & white photography with Beck's product in color.

"The Hispanic market is very important to us and plays a vital role in our growth strategy for Beck's in the U.S.," said Mike Harrington, Executive Vice President of Marketing, Beck's North America. "We purposely hired our first multicultural agency Alturas to ensure that our product and messages are communicated effectively. We believe that Alturas' radio and outdoor creative reinforces the Beck's theme of choosing to live life in a distinctive way, which imparts cultural relevance among Hispanic consumers."

Manny Fields, Group Account Director of Alturas Communications, said that the new Beck's ads capture real-life scenarios that resonate with Hispanic men who define their lives by choice and expression. "Hispanic consumers are very emotional and passionate about the brands they choose.," Fields noted. 'To get to the hearts and minds of Hispanic consumers, we needed to give Beck's a face, a sound and a feel in which this audience could relate, especially our target of 25 to 34 year-old men."

Harrington said that import beer consumption among bilingual households has grown 26% since 1998, according to Simmons NCS 2002 data. To increase its share of this growing market, he said Beck's plans to expand its multicultural marketing efforts throughout the year.