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Tecate Beer Taps FLEXcon for Custom Floor Graphics

Metalized Solution Enhances Brand

Challenge and Goals

Tecate, a top Mexican beer available around the world and part of the HEINEKEN USA portfolio, sought to increase brand awareness and promote their products among consumers. Tecate’s goal was to increase sales and drive consumer awareness by expressing its brand messaging by creating in-store floor graphics that paid tribute to its Mexican heritage and savory beer. Tecate needed a floor graphic solution that would withstand in-store foot traffic, stand out against the competition and could be easily removed to support changing promotions.

Solution

Floor advertisements have been used for years to direct attention to products on stores shelves or to help shoppers find products. Studies show that these advertisements traditionally result in a 7 to 16 percent sales lift. Tecate selected FLEXcon’s metalized floor graphics allowing the company to promote their products and stand out against the competition. Working with converter Performance Companies, FLEXcon created a custom solution for Tecate, used in stores across the country to bring attention to their brand message.

Tecate

To produce these eye-catching point of sale floor graphics that distinguish Tecate among the chaos in the alcoholic beverage category, Performance Companies chose to print Tecate’s advertisement on FLEXcon’s metallic film, to accent the metallic features of the Tecate logo, creating brand consistency. The floor graphics also needed to be easily removable so Tecate could update their promotions and holiday campaigns—such as during Christmas and Cinco de Mayo. To meet these needs, Performance Companies turned to a custom metalized silver laminate with a clear overlaminate. With this film and overlaminate combination from FLEXcon, the floor graphics meet industry standards for non-slip performance and support and protect the vivid printed graphics.

Results

FLEXcon created a custom solution which allows Tecate to highlight their products on store floors while also maintaining durability under heavy foot traffic. The Tecate floor graphics are used in 1,500 stores across the country to drive sales and solidify Tecate’s message as a leading Mexican beer that offers a refreshing taste. Tecate is now able to deliver a clear message that aligns with brand messaging in targeted markets across the country.

Tecate is always looking for ways to execute creative, in-store branding campaigns to stand out and attract consumers. We turned to FLEXcon and Performance Companies to create a custom solution for us, which is now being used in stores across the country and brings attention to our brand message. The solution FLEXcon developed allows us to easily remove branded messages in stores as branding campaigns change with the seasons and promotions.

– Felix Palau, Vice President of Marketing, Tecate