Tres Agaves is launching a multichannel campaign to differentiate the tequila brand by focusing on its distinctive birthplace—Tequila, Mexico.
Developed with Butler, Shine, Stern & Partners, the “Tequila Made in Tequila" campaign launches this month with three original short films shot on location in Tequila, Mexico. The films feature quirky scenes and personalities (not actors) from the Tequila Valley.
In December, a new website will introduce Tres TV, a portal that has the feel of a local cable access program to accentuate the actual town experience. Several taped live feeds from the agave fields, the town square and a Tequila tasting room will be shared through social channels to drive viewers to the Tres TV hub.
Two additional films will be released in early 2017 and an integrated social campaign with unique pieces of content created by BSSP will be activated across Facebook, YouTube, Instagram and Twitter. These efforts will be supported with a digital banner campaign through targeted media partners.
An in-store component will feature real characters from the videos on physical cards consumers can collect in stores that offer Tres Agaves. The cards will include a number that consumers can text and engage, with an opportunity to win a trip to Tequila, Mexico and other prizes.
“Research on the millennial consumer by the agency revealed intrigue surrounding the spirit,” stated Keith Cartwright, executive creative director, BSSP. “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.”