In Mexico, Cazadores is a household name, but in the US - they needed to catch up with a booming, but crowded Tequila Market.
So we created a campaign that (re)introduced Tequila Cazadores to the US with the ‘Born in Los Altos’ campaign.
The idea was simple. Many brands claim to be the most authentic Tequila, but then continue telling their story with glossy commercials and the same Agave field shots over and over.
We realized Cazadores was emblematic of its community and so we told real stories, through the real people of the Tequila’s home, Arandas in Los Altos de Jalisco.
The booming Tequila market was (is) crowded. There were Tequilas to show off with in a club, there were Tequilas to chug over spring break, there were Tequilas meant to make you feel like George Clooney as you sipped, but there weren’t Tequilas that truly felt Mexican (authentic).
So to (re)introduce Tequila Cazadores to the US (and Mexico), we created the ‘Born in Los Altos’ campaign - aiming to carve out a new space in the Tequila Landscape.
The idea was simple, but unique. Cast the real characters of Cazadores’ home in ‘Los Altos’ de Jalisco to tell real stories of their lives and Tequila. The result was 25+ short videos that ranged from hilarious to heart warming, positioning Tequila Cazadores as THE Tequila of the people.
In addition to the videos, we made cocktail recipe social assets, launch parties in key markets, and a suite of striking photo assets all captured by Mark Powell, the ‘Godfather of Mexican Street Photography’.