by Abelardo de la Pena Jr.
- Tecate wants consumers to enjoy celebrations with friends and family. The caveat? The beer brand is hoping that Latino men pay attention to safety and responsibility with the help of its social responsibility campaign, which goes by the acronym A.U.A.N.T.C (pronounced ah-goo-AHN-tay-say).
- Modeled after the word aguantese, meaning “to endure,” the program calls on los hombres to recognize and uphold six attributes that make them reliable individuals: amistad (friendship), union (togetherness), ayuda (assistance), nobleza (nobility), temple (composure) and carácter (character).
- The campaign includes text messages to registered consumers, a 60-second vignette on Univisión radio stations and retail point-of-sale displays.
WHAT THIS MEANS TO BUSINESS
- Some Latino men are moving past the macho stereotype by balancing carefree behavior with family responsibility. While drinking will invariably have a place in cultural and personal celebrations, Tecate’s role in promoting conscious decision-making will likely resonate with its intended target and their families.