Tecate Selects Newly Formed Adrenalina as Agency of Record for Tecate and Tecate Light Advertising

WHITE PLAINS, N.Y.--(BUSINESS WIRE)--Heineken USA, the exclusive U.S. importer of Tecate, one of Mexico’s leading beer brands and the largest volume Mexican brand in the Heineken USA portfolio, today announced its selection of newly formed Adrenalina as its Hispanic advertising agency of record (AOR) for Tecate and the new Tecate Light. The assignment will be effective immediately.

“We are excited about bringing Paco, Manuel, and Jose on board and look forward to a dynamic and successful creative relationship that continues to drive equity in the Tecate brand in the U.S.”

Adrenalina, a newly formed advertising agency and the newest and only Hispanic member of the MDC Partners network, brings together a new generation approach and expertise to the Hispanic marketplace: Paco Olavarrieta, Manuel Wernicky and José Arandia.

“Throughout the extensive review process, we looked for a dynamic team that delivered a different perspective through breakthrough ideas with stopping power and a clear understanding of the brand's essence," said Ken Kunze, chief marketing officer for Heineken USA. "We are excited about bringing Paco, Manuel, and Jose on board and look forward to a dynamic and successful creative relationship that continues to drive equity in the Tecate brand in the U.S.”

As the new AOR, Adrenalina will be charged with developing insight-driven creative to support Tecate and Tecate Light and will work closely with Tecate’s BTL agencies to support Tecate’s integrated marketing platforms, including soccer and boxing.

"The members of this all-star Adrenalina team have a proven track record of delivering insightful and award-winning creative campaigns. That's why we're so confident the Adrenalina team as a united entity will take Tecate, an already explosive and bold brand, to new places," commented Eduardo Casas, vice president, marketing, Tecate Brand.

“The process of coming together and forming Adrenalina has been a real rush. We plan to take the Tecate and Tecate Light brands to a whole new level of connection with consumers through engagement, experiences and emotion-driven ideas,” said Manuel Wernicky, Partner, Adrenalina. “Tecate is an iconic brand in the Mexican community and we look forward to a truly successful creative partnership with the Tecate team and with Heineken USA,” added Jose Arandia, Partner, Adrenalina. MediaVest, part of the Publicis Groupe, will continue to manage media buying and planning for Tecate and the broader Heineken USA-FEMSA cerveza portfolio in the United States.

The agency review process, by invitation only, began in May of this year and was conducted and managed by Boston-based consulting firm, Pile and Company.

The Tecate brand is one of the most compelling brand success stories in the U.S. beer industry. Tecate is the largest volume Mexican brand in the Heineken USA portfolio, and with double digit growth (14.5%) in 2006, became the number 4 import brand in the U.S.

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 marketing disciplines include: media agnostic ideas, breakthrough advertising, retail and event marketing, consumer promotions and digital.

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.”

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 will become 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, São 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.