Manuel Wernicky's Adrenlina is getting ready to launch its US campaign for Cerveza Tecate today, one of Mexico’s leading beer brands. The new campaign is an integrated assault that aims to emotionally connect with Mexican adult consumers in the U.S. and comes with the tagline, “Con Carácter” or “With Character.”

The campaign consists of 18 vignettes featuring Mexican working men. Each ad incorporates popular Mexican colloquialisms, such as “Por los que saben de que lado masca la iguana,” or “For those who know on which side the iguana chews;” and “Por los que no vienen porque pueden, si no por que pueden, vienen” or “For those who don’t come because they can, but because they can, they come,” to describe the accomplishments of these individuals. These specific phrases are highly used by Mexicans and each one is dimensionalized to represent the carácter that is unique to Tecate and its consumer.

“We wanted to ensure that the campaign would not only capture the attention of Tecate’s consumers, but be truly relevant to their personal experiences and success in the U.S. The use of authentic Mexican aphorisms and images in each ad speak to common passion points of Mexican men, including sports, family and music, and most importantly, their carácter,” said Manuel Wernicky.

Adrenalina sort of came out of nowhere to land this account. We're dying to see the spots. The campaign is amazing if you think about it. Mexicans as working class heroes? And this, is why every agency should have a multi-cultural unit within its doors. They get it. Simple as that.