Client: Amber Beverages
Project: Rooster Rojo Brand Campaign
Rooster Rojo is a premium tequila, part of Amber Beverage Group’s portfolio of drinks. Produced in Tequila Town, Jalisco, it’s an authentic spirit made from local ingredients (water from the Volcán de Tequila water system and 100% Blue Weber Agaves sourced from the fields around Tequila Town).
The liquid is filtered through Mexican silver and double distilled under the supervision of master distiller Arturo Fuentes Cortes.
We were briefed to devise a new campaign which would position and promote Rooster Rojo in its core markets around the world. Our resulting work was underpinned by three key strategic objectives: First,
to position Rooster Rojo as a premium tequila which an engaging brand story. Secondly, to communicate to the core target market that Rooster Rojo’s four drinks (Blanco, Añejo, Reposado and Smoked Pineapple) are tequilas which are best savoured over ice and enjoyed like a premium spirit or served in cocktails - and not slammed like lesser quality tequilas. Thirdly, to build the campaign messages around key consumption moments, both social and more intimate.
The key visuals, brand and social media video footage were filmed by 24/Seven Film in Los Angeles and jointly art directed by Sedley Place and Ian Haworth of Haworth House, who we collaborated with on the project. Locations and models were chosen to achieve an edgier, urban and authentic Chicano look.
To support the new campaign we wrote, designed and produced Social Media Guidelines, and refreshed the existing Brand Book with information on the ‘Sip Don’t Slam’ campaign. Both of these elements were accompanied with digital master versions of the ‘Sip Don’t Slam’ graphic, high resolution versions of the key visuals, as well as a wealth of other images captured on the photo shoot in LA.
Similarly, our creative strategy had a number of strands. Initially, we created the core message ‘Sip Don’t Slam’, to communicate the premium nature of the tequila. Our overall goal was to disassociate Rooster Rojo from fast shots and slammers; instead reinforcing its smoothness and savour appeal. Subsequently, we created a graphic treatment for the ‘Sip Don’t Slam’ message which we illustrated using various media and in static and animated versions. We also devised several consumption moments which reflected the target market and a Chicano aesthetic, as our client was keen to achieve a distinctive look in keeping with the brand’s values and personality. Lastly, we embedded the ‘Sip Don’t Slam’ message within the consumption moments so that the campaign would have a unique look.
