A Fresh Take on Life
The Challenge
Hornitos was a legacy tequila with an identity problem.
Hornitos’ roots date back to the 19th century and are tied to the legacy of Don Cenobio Sauza—the creator of tequila! But most people didn’t know that.
Hornitos deserved recognition as a staple in the tequila category but it lacked distinction from other brands and became forgettable.
While in the US, people saw Hornitos as an inexpensive tequila for raging, in Mexico people associated it with family gatherings.
So we set out to differentiate it from flashy, inauthentic celebrity spirits and old school traditional tequilas.
The Insight
In a world of overhyped tequilas focusing on style, freshness can be a real game-changer.
Today’s drinkers are shifting toward more meaningful experiences, like daytime gatherings with elevated cocktails made from fresh ingredients.
By championing Hornitos' unique ‘fresh pressed agave’ approach, we were able to help Hornitos stand out.
An unapologetically bold, agave-forward tequila.
The Solution
Hornitos, a Fresh Take
We reintroduced the world to Hornitos with a refreshed tagline, campaign, and vision aimed at inspiring people to approach life through a fresher lens.
‘A Fresh Take’ is all about rewriting the rules and finding a ‘fresh’ path to joy. We were changing what it meant to experience Hornitos.
To make ‘A Fresh Take’ come to life, we traveled to where it all started—Jalisco—and filmed a mixed media campaign that invited followers to look at life through our perspective.
With beautiful cinematography and dynamic TikTok-inspired transitions, we brought the worlds of tequila-making and tequila-enjoying together.
Check it out!
The Results
- 870MImpressions
- 86%Average Viewability
- 0.6%CTR
