Tequila brand Altos is kicking off a new campaign to “challenge negative perceptions about drinking tequila”.
The new campaign tests the pre-conceived notions of the category with a witty, fun, tone of voice to drive brand awareness and association with its award-winning margarita.
Hitting screens in August across social, digital, ITV, SKY and C4, the campaign aims to reach estimated 7.2 million consumers.
The campaign targets a young, curious crowd and with the category full of celebrity tequilas, the assets show that you don’t always need a celebrity, with average barman ‘Alan’ rustling up a mean Margarita made with Altos.
Josh McCarthy brand director for Pernod Ricard UK commented: “It’s fair to say Tequila in the UK carries some baggage. With so many preconceptions based on late night shots and poor quality, cheap tequilas, it’s no wonder the category needs a reframe. That’s why Altos is stepping up to drive a positive change – telling everyone about the joys of top-quality tequila. After all, Altos 100% Agave Tequila was specially crafted by UK bartenders, Dre Masso and the late Henry Besant, to be enjoyed as opposed to endured!”.
Pernod Richard said the tequila category is growing fast and consumers are realising the superior experience to be had with top quality tequila’s, which is reflected by Altos now becoming the number one 100% Agave tequila in the off-trade, according to Nielsen.
No comments yet