Hornitos Enlists Mexican Americans to Boost Brand
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.