Hudson Rouge, a luxury boutique agency within the VML network, has been selected to lead strategy and creative work for Lebron James-backed “super-premium” tequila brand Lobos 1707. 

The agency will develop a campaign that will bow in the fourth quarter and which will highlight what the agency called “the spirit of the Lobos brand and its unique approach to developing premium agave spirits.”   

The campaign will kick off a new brand positioning and brand identity, developed by sibling WPP agency Landor.   

Founder and Chief Creative Officer Diego Osorio launched Lobos 1707 Tequila in 2020 with backing from James. The brand has won a number of awards including Best in Class at the 2022 San Francisco World Spirits Competition and a double gold medal at the 2022 SIP Awards.