The interactive agave experience that tantalized new sippers.
Agave spirits are having a moment. However, shoppers are intimated to venture further into the category beyond the basic margarita. Pernod Ricard needed us to educate shoppers and inspire them to explore a wider range of agave spirits, ensuring our tequila and mezcal expressions were the first they tried. So how did we reach this younger, agave-curious audience? Through their most trust device.
We developed an interactive AR experience that appealed to a younger target audience, instantly transporting users into an agave field where they were free to explore, pour and discover what sets our brands apart.
Retail theater that transformed our footprint into an authentic agave field.
With a lifestyle-centric visual campaign to support the program and a robust suite of in-store elements, we invited shoppers to take a little trip down the agave aisle to discover their next premium tequila or mezcal.
Sampling experiences that gave consumers their first tastes.
A nationwide sampling program invited discovery at key retailers and on-premise accounts, where consumers were encouraged to explore our premium spirits through the AR experience. Stylish premiums were distributed to all those who sought a sip, rewarding Millennials and turning them into brand evangelists.
Reaching seekers across channels.
We planted seeds of discovery in social, digital and print media, appealing to a fresh audience seeking our aspirational spirits. SEEK THE SPIRIT OF AGAVE saw significant redemption +127% over the previous year, with 76% of shoppers new to Altos, Avión and Del Maguey brands. Our in-store messaging garnered nearly 20M impressions across key retailers, with an additional 6M impressions in digital media. Clearly, those who sought found their next agave sip.
