Coors Light will roll out rosters of ex-National Football League stars and Latino celebrities in its second tag football ‘Tazon Latino’ (Latino Bowl) airing on Telemundo to help hype Super Bowl XLII.
Tazon Latino II aims to score points with Hispanic consumers through the nationally televised game and financial support Coors is giving to the Arizona Hispanic Chamber of Commerce. Coors will donate $1,000 for each touchdown scored up to $10,000.
With former NFL players Marcus Allen, Rocket Ismail, Randall Cunningham, Wayne Chebret, Eric Dickerson and Fuad Reveiz playing, more than a few TDs will be scored. Latino celebs on the field will include Carolos Ponce, Aylin Kujica, Miguel Varoni, Julissa Bermudez, Vanessa Hauc, Alex Sirvent, Kat DeLuna and Baby Bash.
“What we’re looking for with this is good will within the Latino community,” said Coors spokeswoman Kimberly DeVigil.
Four consumers will be sitting on the sidelines with all the celebs during the game. They were selected through a contest Coors ran with participating retailers in and around Phoenix, where both bowls will be played. The Tazon Bowl is being taped today for airing on Telemundo on Feb. 2 at 2 p.m. (ET ).
Coors issued bilingual Super Bowl packaging in the Phoenix area to help build up the Big Game locally.
Coors Light ran new versions of its press conference ads during the NFL playoffs, but won’t have ads in the big game. It is running retail and out-of-home promotions in the New York and Boston markets as official beer of both the New York Giants and New England Patriots. It’s also been running an online sweepstakes for tickets to the Super Bowl.
Coors is touting its bowl game online: more information about the Tazon Bowl is available on www.NFLatino.com.
