Allied Domecq Spirits USA
Company Website: www.allieddomecq.com/
Generating "Real" Coverage: For Domecq's Hornitos tequila, we created a traffic-stopping special event in three California markets in order to reinforce the tequila's "real Mexican" heritage and positioning, and kick off a conventional outdoor advertising campaign. Our program, however, was anything but that. It involved "living" Hornitos billboards featuring authentic Mexican Mariachi bands performing live while elevated 60+ feet off the ground, complete with (non-alcoholic) margarita parties and Mexican cultural festivals just prior to Cinquo de Mayo. The result was coverage by seven different major market television stations, with prominent mention for Hornitos and its "real Mexican" message.