Hornitos
As the summer intern project at McCann New York, we were assigned to pitch a campaign to Hornitos Tequila. At the end of our internship, we presented our campaign to the McCann Hornitos Team and the client.
The Brief
Nothing great ever happens without taking a chance. We want our audience to feel it just as much as we do for our brand. Together, let’s put Hornitos on the map!
We were tasked to create an integrated marketing program that builds awareness and preference for Hornitos as a premium tequila. To emphasize Hornito’s history and proud heritage of shot-taking, as it is the first brand to bring tequila into the United States, and is uniquely positioned to help new immigrants take those same steps. In addition, this campaign will be a continuation and add on to the previous Hornitos’ “A Shot Worth Taking” campaign.
Problem
Hornitos and its values are not perceived the way they should be.
Background
The history of Hornitos is significant and unique. The founder, Don Francisco, was the first to bring tequila to the U.S., therefore it is important to highlight and pay respects to their origins.
Culture
We strive to connect with others, although our society is often criticized for being isolated with technology. We are actually using technology to create more connections. To tackle this challenge, we chose to use experiences.
Consumer
Experiential has become more attractive than materialism.
65% of Millennials Save for Travel
74% Prioritize Experiences
Category
Whether it’s celebrating wonderful news or enjoying the company of your loved one, tequila is used. But people don’t really know what good tequila is.
Insights
Tequila creates connections and experiences.
Target Audience
Males, 25-39 years old, General Market and Acculturated Hispanics, primarily drinks tequila.
Strategy
Everyone Starts Somewhere!
Big Idea
Life Happens In Moments
Creative
Experiential: Take the Stage
Create a Hornitos’ open mic stage at music festivals with a branded VIP area.
Social: Take the Stage
Experiential: Find Your Roots
Take a risk at Hornitos’ popup hair salons and tattoo shops, where you can get a low-cost hair-do and tattoo. The only catch is the outcome will be a surprise.
Social: A Journey Worth Taking
Follow the long journey of the blue agave plant on social media channels like Instagram.
Digital: Citizen
Hornito’s Netflix “Pick-Your-Own-Adventure” Film.
Following the Netflix Bandersnatch phenomenon, we introduce the next great create your own adventure story. Applying for Citizenship, is a coming of age story that follows a group of soon to be college graduates making plans for the future, looking for jobs, and navigating what this major change means for their friendships.
But there is more to this story than what we show on the trailer. As views begin to build their own story they quickly realize certain options are not open to them, because the character live in the us on a student visa. Certain choices are met with pop-ups that prevent people from choosing that path for themselves.
We open the conversation on immigration to more than people who are living it and show people first hand how difficult and influential (? permeating into everything) immigration becomes.
The key choices involve wanting to go on a post grad road trip with your friends into Canada, but not having a passport. Looking for jobs, but only those that have sponsorship. Realizing that your last name was spelled incorrectly on your birth certificate and having to do the paperwork and change all your legal documents in order to legally apply for jobs. A relative is deported.
Digital: Google Chrome Extension
In preparation of the citizenship test, we wanted to help immigrants prepare for it. We created this website for Hornitos, “A Shot Worth Taking” Ad Campaign. A live leader board will show how well you stack up against other players worldwide! Our focus was to turn the bore of studying for the citizenship test into something fun and easy. This website is also a google chrome extension so people can easily study for it while working on their computers.
