2009 Ex Award Winners: Best Multicultural Event Campaign - Gold Award
From the June 2009 Issue
+ Featured in Ex Awards
- 2009 Ex Award Winner: Best Multicultural Event Campaign
- 2009 Ex Award Winners: Best Activation Of A Cause Sponsorship/tie-in - Ex Award
- 2009 Ex Award Winners: Best Activation Of A Cause Sponsorship/tie-in - Gold Award
- 2009 Ex Award Winners: Best Activation Of A Cause Sponsorship/tie-in - Silver Award
- 2009 Ex Award Winners: Best Activation Of A Sports Sponsorship
Gold Award
CAMPAIGN: Hornitos Vivelo Influencer Program
CLIENT: Beam Global Wine & Spirits
AGENCY: Ammo Marketing
To compete in the premium tequila category against big names like Patrón and Jose Cuervo Sauza Tequila brand Hornitos took its tangy elixir to the experts: Mexican Americans. The objective was to have these “pros” approve its 100-percent authentic agave flavor in order to boost confidence among mainstream tequila consumers when considering the brand for purchase. In each market–Chicago Dallas and Los Angeles–the brand selected tastemakers to be Hornitos influencers. From August to December the influencers threw Hornitos-themed parties to tie to the Mexican practice of bringing out tequila to mark life’s celebrations.
In each market Hornitos also recruited local movers and shakers (bartenders actors students and models) to make it easier for the brand to talk to the community. The brand champions hosted Hornitos dinner parties for 10 to 15 guests. The culminating event was called Vivelo (meaning: celebration) and it brought together bartenders brand champions influencers and the local community to have a good time on Hornitos. The program reached an estimated 14 800 consumers.
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