• by Les Luchter , April 1, 2022

 

Sunday’s Oscar broadcast, which certainly won’t go down in history as a refined affair, did kick off a rather refined ad campaign, though: “Luxury Tequila, Refined,” the first major marketing push from two-year-old Tequila Komos.

The one-time-only :15 spot , which ran right before Jane Campion picked up her Oscar for best director, is part of a multichannel effort rolling out through the second quarter that also features:

• Digital and print, in both consumer and trade publications, including Tasting Panel, Hemispheres, Chilled, SevenFifty and The Somm Journal.
• Out-of-home, via a truck traveling through Washington, DC, Texas, Ohio, New York, New Jersey, Georgia, Tennessee, Colorado, California and Massachusetts.
• In-store digital kiosks in over 50 locations in South Carolina, Colorado, Florida, Illinois and Connecticut.
• Retail display window ads in Chicago, Miami, New York City, Chicago, Tampa, Miami and Boston.

The campaign was shot at New York City restaurant Legacy Records, known for allowing patrons to spend time with the chef in the kitchen after their meals. That, Tequila Komos says, reflects its three brand attributes: quality, inclusivity and revelry.

So exactly how refined is Tequila Komos? The brand’s three expressions -- Añejo Cristalino, Reposado Rosa and Extra Añejo – are aged in wine barrels and aerated in Greek amphorae (tall ancient Greek jars with two handles and a narrow neck).

And bottles of the ultra-premium tequila, which is sold on-premise, off-premise and online, start at $126 on ReserveBar.

As might befit a brand co-founded by Joe Marchese, former president of ad revenue for Fox Networks and one-time “Online Spin” columnist for MediaPost, the “Luxury Tequila, Refined” campaign has been handled in-house, with Marchese working closely with vice president of marketing Lisle Friedman, digital director Diana Dozier and art director Alexis Dahan.

Marchese is also chairman of Casa Komos Brands Group, whose other products include Superbird, a ready-to-drink carbonated tequila paloma cocktail launched last year in partnership with Molson Coors.