Saatchi Takes Tecate After Review
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Five months after losing the Miller Lite account, Saatchi & Saatchi , New York has picked up another beer brand. The Publicis Groupe shop will take over as agency-of-record for Heineken USA’s Tecate franchise, which includes Mexican imports Tecate and Tecate Light, as well as “potential brand extensions,” according to the beer importer.
The assignment comes after a formal three-month review. The incumbent agency was Inspire, Dallas, which won the brand in March of 2013. Inspire took over U.S. duties from Olabuenaga Chemistri, which had long handled the brand in Mexico.
Heineken said in a statement that it picked Saatchi for Tecate in a move to “accelerate the brand’s growth and solidify its place as the fastest-growing premium light beer in the U.S.-Sunbelt markets.” The importer, citing Nielsen statistics, said Tecate franchise sales are up 3% year-to-date, including 44% growth for Tecate Light.
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