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Tecate Light Launches First Dual-Language Advertising Campaign

June 30, 2008

For the first time in the history of the brand equity, Tecate Light announced today the launch of a dual-language advertising campaign designed to connect with Mexicans and Mexican-American adults in the U.S. The English- and Spanish-language ads, which break today on General Market and Hispanic media, make up two distinct executions under the same tag line “Para los que quieren mas” or “For those who want more.”

The English-language ads invite Mexican-American male adults to recognize and “break the habit” of drinking other less-flavorful light beers in favor for Tecate Light. To achieve this, two separate :30 second TV spots present men acting out their favorite guilty pleasures, such as watching novelas (Latin American soap operas) and talking loudly on their cell phone, while drinking a generic, flavorless light beer. In each spot, Mexican actor Marco Uriel, who plays a quintessential English-speaking man, chastises men for their bad habits and invites them to try a Tecate Light.

The Spanish-language execution of the innovative Tecate Light campaign plays off the concept that Mexican men in the U.S. shouldn’t have to settle for a less flavorful beer than what they’re used to. The “Papas” :30 second TV spot features clearly distraught Mexican parents who, while looking directly into the camera in a testimonial to their adult son in the U.S., share their disappointment in his choice of other light, flavorless beers.

“As the most popular light cerveza in Mexico, we believe it’s important to converse with our consumers in the language that they feel most comfortable. With the continued growth of the U.S. Hispanic population – and especially the second- and third-generation Mexican-Americans populations – we wanted to create a campaign that addresses their intrinsic yearning for more flavor in their beer,” said Carlos Boughton, brand director for Tecate and Tecate Light.

Beginning June 30, consumers in the Phoenix, Tucson, Albuquerque and San Antonio markets will witness the groundbreaking campaign scheduled to run through the end of 2008. The two :30 second TV spots in English will air in various networks including ABC, CBS, FOX and NBC; as well as several cable channels including ESPN, History Channel, and Discovery Channel among others. Additionally, the Spanish-language counterpart ads will be seen on Univision, Telemundo and Telefutura throughout the 20 markets where Tecate Light is currently available. Print ads will run in the July issue of Maxim en Espanol while radio, out-of-home and POS materials will also launch on June 30 to further support the campaigns.

Creative was developed by Tecate’s New York City-based advertising agency-of-record Adrenalina.

“According to Census figures, the largest growth segment of the Hispanic population is not immigrants, but the children of immigrants – who tend to be different beyond simply the language they speak,” said Manuel Wernicky, founder and principal of Adrenalina. “This is an innovative campaign because we recognized that there are two different types of consumers of Mexican descent, which is why we created two unique campaigns under one brand platform instead of simply translating the same work in English and Spanish. This is not a one-size-fits-all campaign,” added Wernicky.

MediaVest New York, the brand’s media buying and planning agency, will be responsible for placing the ads. Public relations activities to support the campaign will be executed by Tecate’s PR agency-of-record Formula PR.

For more information on Tecate Light, contact Maria Amor or Alejandra Calva at (212) 219-0321.

About FEMSA/Heineken USA

In 2004, Heineken USA and FEMSA Cerveza reached an agreement that made Heineken USA the sole and exclusive importer, marketer and seller of FEMSA’s beer brands in the United States. Under the terms of the agreement, Heineken USA assumed responsibility for the marketing, sales and distribution of the beer brands Dos Equis, Tecate, Sol, Carta Blanca, Bohemia and the new Tecate Light, across the United States. In April 2007, an extended ten-year agreement was finalized between Heineken USA and FEMSA, which became effective January 1, 2008.

Headquartered in White Plains, New York, Heineken USA Inc., the nation’s premiere beer importer is a subsidiary of Heineken International B.V. (Netherlands), which is the world’s most international brewer. Besides the FEMSA portfolio, Heineken USA imports Heineken Lager, the world’s most international beer brand; Heineken Premium Light; Heineken Dark Lager; Amstel Light, a leading imported light beer brand; and Buckler non-alcoholic brew. Please visit www.EnjoyHeinekenResponsibly.com.

Founded in 1890, FEMSA is the largest integrated beverage company in Latin America with a portfolio of leading beer and soft drink brands. Its subsidiary FEMSA Cerveza is one of the leading brewers in Mexico with brands that include Tecate, Dos Equis and Sol. Its subsidiary Coca-Cola FEMSA is the largest Coca-Cola bottler in Latin America and the second largest in the world. FEMSA sells its products through approximately two million points of sale, which serve a population of over 170 million people in nine countries, including some of the most populous metropolitan areas in Latin America, such as Mexico City, Sao Paulo and Buenos Aires. FEMSA’s manufacturing and distribution capabilities are enhanced by its retail and packaging operations; it operates Oxxo, the largest convenience store chain in Mexico, with over 3,000 stores as of June 2004. For more information on FEMSA, go to www.femsa.com.

About Adrenalina

Adrenaline, a hormone in the human body, is generated when we experience an emotion. In the same way Adrenalina, the agency, generates ideas that provoke engagement, experience and emotion between brands and consumers. Based in New York’s SoHo district, Adrenalina’s full service marketing disciplines include: media agnostic ideas, breakthrough advertising, retail and event marketing, consumer promotions and digital innovation. The “hot shop” named by Adweek in 2007 is a minority-owned and managed agency.

About MDC Partners

MDC Partners is a leading provider of marketing communications services to clients in North America, Europe and Latin America. Through its partnership of entrepreneurial firms it provides advertising, specialized communications and consulting services to leading brands. MDC Partners’ philosophy emphasizes the utilization of strategy and creativity to drive growth for its clients. “MDC Partners is the Place Where Great Talent Lives.” MDC Partners Class A shares are publicly traded on the NASDAQ under the symbol “MDCA” and on the Toronto Stock Exchange under the symbol “MDZA.”




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