Tequila brand Herradura has unveiled its first-ever out-of-home (OOH) campaign in the UK to celebrate Margarita Month this February and International Margarita Day on 22 February.
Executed by Kinetic and Pixel Artworks, the campaign projected large-scale guerrilla images across London in three central locations with the hopes of driving awareness of Herradura through the campaign’s colourful imagery.
The brand intends to target premium spirit drinkers while also capturing a wider audience at high-footfall sites in central London locations.
“Margarita Month is the perfect time to launch Herradura’s Extraordinary campaign,” Brown-Forman UK’s tequila portfolio brand manager, Chao Roberts, said. “With tequila demand growing in the double-digits, it is the fastest growing spirits category in the UK. As our first ever OOH activation in London, we’re hoping this will catch the eye of London tequila lovers.”
As well as the OOH campaign, the tequila brand will also feature its product on special cocktail menus within the network of associated restaurants in Soho and Covent Garden. People interested in ordering a margarita will be eligible to enter a contest worthy of a £150 tab at any participating venue, simply by submitting their details.
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Kinetic account manager Artemis Christodoulou added: “We’re really excited to be launching Herradura’s first ever OOH campaign in the UK celebrating Margarita Month this February with style. The vibrant and colourful imagery of the tequila, for this night of stunning guerrilla projections across central London, will surprise and delight tequila lovers in the capital, delivering standout impact and reach for this premium launch.”
Spark Foundry associate director Paige Tilley concluded: “Margarita is one of the most popular tequila-based cocktails in the UK; it was the second-most searched cocktail during lockdown, and the trend has only continued post COVID. This campaign will undoubtedly lure London cocktail drinkers in with extraordinary twists to our beloved Margaritas. The one night only element will create a sense of exclusivity and excitement, whilst at the same time casting a wide net in terms of reach.”
