Global booze giant Brown Forman wanted to launch Mexico’s number one tequila in the UK.
El Jimador is a premium white spirit with a smooth taste and is loved across Mexico as a mixer. The trouble was, most of us Brits associated tequila with regrettable shots on a Saturday night and wouldn’t have thought to buy a bottle to drink at home to enjoy the taste. We needed to get them to think differently about the product.
Young people in urban areas want to find out about the newest thing for social currency.
With very little budget, we decided on targeting the key influencers in urban areas; positioning el Jimador as the new drink for the coolest connoisseur. We made a viral film, disbanding the stereotypes and showing urban Mexico as a hub of cutting edge art and sounds and seeded it out via blogger outreach as well as securing a partnership with VICE UK. I then developed the social strategy, based around hotspots in urban areas to allow our galvanised base social peacocking as we assimilated ourselves with all things new, exciting and authentic.
Social strategy and activation.