One tequila, two tequila, three tequila, Ay!
Do well enough with two tequila brands, get a third.
Well known in Mexico but unknown in the U.S., Herradura needed to be reminded of its 135 plus years of heritage, get a brand makeover, and be backed by POS and promotional support.
New adopters in both markets? Sales increases? Rejuvenated brand with a second wind? Si. Si. Si.
(2009/10)
(2009/10)
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We don't have great distribution, so we get in good with the bar managers and staff. How? Give them an on-premise promo called "Herradura Royale" specifically designed to work on multiple levels, including when the bar staff doesn't have the time to activate it. And make it cool enough for the category.
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And when you build enough trust with the clients, you get to kick off their Facebook page from Park City at the Sundance Film Festival. You unofficially scout Sundance (hence no celeb pics or mentions) for potential promo opportunities while brand building, educating, and even getting a sushi restaurant to carry your brand based on a solicited cocktail suggestion ("Japanagarita") by a fan on the new page. No lie.
Success in year one leads to a campaign evolution for year two incl. expansion into new markets, a tripling of our Facebook fan base and an all-star celebrity endorsement.
(2010/11)
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We kicked off a Facebook promo with a tab letting users get behind the scenes with Hall of Fame Herradura Tequila fan, Emmitt Smith talking life, tequila and never compromising on either. And we let them ask questions which Emmitt video responded to.
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When the campaign picks up traction globally, you evolve to accomodate more consumer-focused sensibilities, of course without compromising the spirit of the core look and feel.
(20011/12)
(20011/12)
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