Choi attributed tequila’s popularity to it being “delicious and versatile,” running from clear varieties used as drink mixers through aged variants made for sipping. “And I think it’s a really celebratory spirit. It embodies the spirit of Mexico, which is very vibrant, and for the lack of a better word, fun, and I think everybody wants a little of that,” she added.
The new campaign is set to launch in the U.S., Mexico, and Canada. It will include digital, social and out-of-home assets along with content meant to entice consumers to try different varieties of the brand. The anthem was created in collaboration with a selection of Mexican creatives, including a directorial debut from Mexican director JC Molina, cinematographer Flavia Martinez, stylist Nayeli De Alba and photographer Thalia Gochez.
“We think this is going to help us stand apart, with all of these brands that are that are coming up that are that are new, that don’t have half the depth and authenticity that we have,” Choi said. “It’s an opportunity for us to be loud and proud about tequila and Mexico.”
from Digital Marketing Education https://ift.tt/8L5nYzO
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