• by Fern Siegel , November 26, 2024

Lobos 1707 Tequila & Mezal is channeling its inner wolf.

"UnDomesticate," its new creative-marketing campaign by Hudson Rouge, encourages tequila drinkers to escape conformity and unleash their wilder passions.

The work has 15- and 30-second iterations and runs on streaming TV, digital, social, OOH, print and in experiential pops across the U.S.

The ad features a Wolf Whisperer who encourages viewers to live a free spirited life. The only requirement: fresh limes, sea salt, chili, ice and Lobos 1707 Tequila. 

“The ‘UnDomesticate’campaign is about tapping into our truest selves,” said Joanna Darst, vice president, consumer-digital marketing at Lobos 1707 Tequila & Mezcal. “Lobos 1707 Tequila is inviting everyone to ‘UnDomesticate’ by setting free their joyful, primal instinct for life.” 

In addition, the tequila has a new brand identity, courtesy of the Landor agency, with a new bottle and color scheme.

Sourced from 100% Blue Weber Agave, Lobos 1707 Tequila is finished in sherry wine casks and distilled and bottled in Jalisco, Mexico. 

Founded in 2020, the brand's name comes from founder Diego Osorio's coat of arms, which depicts wolves. Other investors include NBA star LeBron James, Dia Simms and Maverick Carter. The company produces various kinds of tequila, including Extra Añejo, Reposado and Joven.