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Beer brands live their best moment in Mexico or at least two great brands have to celebrate and this is thanks to creativity.
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Tecate has already accustomed its consumer to narratives starring great action film stars and after Silvestre Stallone, the gap to fill is enormous.
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The halo effect is none other than that defined by Phillip Kotler as this association made by brands with great personalities to take advantage of their values.
Beer brands live their best moment in Mexico or at least two major brands have to celebrate and this is thanks to the creativity with which companies such as Tecate They have introduced their new brand ambassador.
The level of consumption that Mexico has reached has allowed the brands of this country to bring in brand ambassadors who have become an interesting reference in the market, for absolutely all the messages that are performed correctly before the consumer.
With these elements on the table, what we cannot lose sight of today is the ability with which brands manage to build compelling advertising narratives.
From action movies, to pumping a beer
Tecate has already accustomed its consumer to narratives starring great action film stars and after Silvestre Stallone, the vacancy was too large to be filled by a celebrity of the same caliber.
Due to this, we now have Bruce Willis starring in a creative piece for Tecate and his arrival in the Mexican market is not wasted, on the contrary, it reminds us of the role that strategies such as the halo effect play today.
“For us it was essential to find a character who embodied that protective spirit that would help us convey the message with the seriousness, professionalism and good sense of humor that characterizes the brand. Thus we come to Bruce Willis, an actor with a long history in the film industry, who with all certainty shares the values we want to communicate ”, reveals Lino Villarreal, director of Heineken Mexico, when talking about the secret of his halo effect strategy.
The halo effect is none other than that defined by Phillip Kotler as this association made by brands with great personalities to take advantage of their values with which they are recognized by audiences, to be able to reach new consumers and successfully retain their current customer segment .
This strategy is not new, but what is new is the celebrity that each brand has to surprise the consumer and each one of them does so evidently, in keeping with the narrative that at that moment they seek to promote in their products.
A brand that has made this strategy in an exceptional way and has found its greatest promotion today in an old narrative has been Nespresso, which is the example that is always offered in all marketing careers, since the collaboration they have made with George Clooney it has been one of the most important guidelines in the market.
That said, there is no doubt that very important trends have been established in the market and what is very important to know, actions that today do not disappoint us, on the contrary, they help large companies like Bimbo to enchant with a Leo messi surprising at the point of sale for being the image of this packaged bread or discovering that Ryan Reynolds is the star behind the Sabritas campaign.
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