A Bad Habit Brand

 

Have you heard the radio spot that features the bad habits of a man who drinks Tecate Light? Today was the first time that I knew the advertisement was for Tecate. The previous 100 times that I have heard the spot, I changed channels before hearing the brand name. I don't know about you but I find the spot very obnoxious.

I was surprised to discover the ad was for Tecate Light. While in Mexico and occasionally in the United States I have had a Tecate once in a while. I have found the experience to be enjoyable. This is a well known brand, and one that I am not sure even needs to spend money on advertising. 

I assume that the decision was made to develop an advertising campaign to make people aware that Tecate has a light beer. Why not just say that instead of creating an ad that dilutes the brand experience?