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HEINEKEN USA’s Tecate Taps FLEXcon to Make In-Store Advertisements Pop

FLEXcon, an innovator in adhesive coating and laminating, today announced it has been selected byPerformance Companies to exclusively supply the in-store floor graphics for Tecate, a brand within theHEINEKEN USA portfolio. Parent company HEINEKEN USA, selected FLEXcon’s metalized floor graphics allowing Tecate to promote their products and stand out against the competition with floor graphics in 1500 stores across the country.

“Tecate is always looking for ways to execute creative, in-store branding campaigns to stand out and attract consumers,” said Felix Palau, vice president of marketing for Tecate. “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.”



Floor advertisements help direct attention to the products on the shelf and help shoppers find products. To produce this eye-catching, out-of-the-ordinary point of sale floor graphic, Performance Companies chose to print Tecate’s advertisement on a metallic film, so that it accented the metallic features of the Tecate logo. The floor graphic also needed to be easily removable, so Tecate could update their holiday campaigns and promotions. To meet these needs, Performance Companies turned to a custom metalized silver laminate with a clear overlaminate. With this film and overlaminate combination, the floor graphics meet industry standards for non-slip performance and support and protect the vivid printed graphics. This custom solution allows Tecate to highlight their products on store floors while also maintaining durability under heavy foot traffic.

Performance Companies is nationally known for specialty services such as UV printing on plastics and paper, in-line aqueous and UV coatings and a wide array of in-house finishing capabilities. The Performance POP division also features creative support, as well as full electronic prepress capabilities.

“FLEXcon has been a great partner that was willing to create a custom solution to make this exciting product stand out for the HEINEKEN USA brand,” said Taylor White, President, Performance Companies. “Working with FLEXcon we were able to develop a floor graphic that met industry standards for non-slip, while giving Tecate the look and feel they desired. We are committed to providing our customers with unique and custom solutions to meet their needs. ”
“Brand marketers are always looking for ways to build on the success of their brand. We created a floor graphic that helped Tecate extend beyond the label on their product to provide a broader consumer reach,” said Jodi Sawyer, Product Manager, Product Branding, FLEXcon. “We are proud that our Creative Application Specialists and self-adhesive product solutions assist in developing brand experiences that ignite consumer awareness, loyalty and motivation to purchase.”