Pernod Ricard has launched its inaugural advertising campaign for premium brand Altos Tequila in the UK.
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 the classic Margarita cocktail.
Targeting young and curious crowds, the campaign is the brand’s reply to multiple celebrity Tequilas on the market, playing with the idea that a brand doesn’t require a celebrity endorsement.
The new ad features a bartender, named Alan, preparing a Margarita using Altos Tequila. In another video, Alan explains that the ‘Tequila-face’ – the sour expression made when drinking a shot – is different when consuming Altos.
“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,” explained Josh McCarthy, brand director for Pernod Ricard UK.
“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.”
The Tequila category is growing rapidly, and Altos has become the number one 100% Agave Tequila in the UK off-trade. While Tequila has always been a part of the on-trade market, there is a shift towards premium styles, focusing on longer drinks and cocktails.
Pernod Ricard is investing in its largest Altos campaign ever, aiming to raise awareness and promote associations with drinks such as the Margarita.
The campaign is live across social, digital and broadcaster video on demand (BVOD) in August, reaching an estimated 7.2 million consumers.
Earlier this year, Altos Tequila partnered with Donovan Bar in London for a one-night takeover for National Margarita Day.
Last year, the brand launched its Infusionado range with two infused Tequilas, Cítricos and Café Natural.
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