The Marketing Standard
Tue, 01 Nov 2016 13:22:49 GMT
Leveraging its birthplace as an ownable distinction, Tres Agaves Tequila is launching a multichannel brand campaign that introduces Tres Agaves as “Tequila Made in Tequila.”
It can’t get any more authentic than a Tequila brand that celebrates its origins – especially if the brand is born and made in Tequila, Mexico. And as you would expect from a town named Tequila, it is an “interesting place.”
The unique campaign was created by Butler, Shine, Stern & Partners (BSSP). “When we travelled to the Tequila Valley, we found a magical place that had its own folklore and traditions that we realised provided the heartbeat for the Tres Agaves brand,” said Keith Cartwright, executive creative director at BSSP. “Our campaign uses real people from the town and real events. In the spirit of Champagne in France, ’Tequila Made in Tequila’ gives authenticity and relevance to the brand that now no one else can claim.”
The first stage of the initiative launches in early November with three original short films shot on location in Tequila, Mexico. The films feature quirky scenes and personalities using people (not actors) from the Tequila Valley. A revised website at www.TresAgaves.com will debut as part of the campaign.
“As a challenger brand, this campaign lets us tell intriguing stories and imbue Tres Agaves with a distinctive personality while establishing it as an artisanal brand made in the Tequila Valley,” said Jay Turner, marketing director, spirits at Trinchero Family Estates, the sales/marketing partners of the Tres Agaves brand. “The full impact of this campaign is to bring the experience of Tequila’s charismatic town, colourful people and authentic spirit directly to the consumer.”
Accentuating the actual town experience, BSSP has created Tres TV. With the feel of a local cable access program, Tres TV brings the town of Tequila to viewers with several taped live feeds from the agave fields, the town square and a Tequila tasting room. Clips from the program will be shared through social channels that drive viewers to the Tres TV hub on www.TresAgaves.com. Tres TV is scheduled to launch in December after the initial series of digital films air.
“Research on the millennial consumer by the agency revealed intrigue surrounding the spirit,” said Cartwright. “We found that the consumer is looking beyond the label to understand how Tequila is made, where it comes from and more. The campaign was developed with these insights in mind.”
The entire campaign will roll out through 2017 with the debut of a new website and a social experience that puts the real characters from the videos on physical cards that consumers can collect in stores that offer Tres Agaves. The cards each feature a select personality from the films with a number that consumers can text and engage, with an opportunity to win a trip to Tequila, Mexico and other prizes.
Two additional films will be released in early 2017, and an integrated social campaign with dozens of unique pieces of content created by BSSP will be activated across Facebook, YouTube, Instagram and Twitter. A digital banner campaign through targeted media partners will also launch. The agency shot a large quantity of photography and video that will live across social posts and point-of-sale material throughout the year.
“This campaign captures the essence of the Tres Agaves brand as one that is rooted in the rich culture and heritage of the Tequila Valley and is crafted with pride from only the finest, estate grown agaves,” said Barry Augus, president/founder of Tres Agaves Products. “This positioning gives us an opportunity to introduce consumers to the world of Tres Agaves, both the place and the Tequila, as well as our unrivalled organic cocktail mixers that were developed to help consumers make the best margaritas and cocktails possible.”