Reintroducing Tres Generaciones on Instagram
The Challenge
Break through the typical celebrity-fueled tequila sea of sameness on social to drive engagement among Gen Z.
In 2022, Beam Suntory and D1A relaunched Tres Generaciones on social, bringing a new style and new attitude to the 50-year-old brand.
The Solution
We prioritized social-first visuals, real tequila drinking occasions, and celebrations that stop tequila drinkers in their scrolls.
Using our in-house production studio to cast, capture, and edit content, we fueled the Tres Generaciones feed with authentic visuals celebrating the brand’s community, premium liquid, and spirit of perseverance.
Before...
DESPUES DE...
We deployed an Instagram Reel-forward strategy featuring energetic backdrops and brand-right cocktail occasions.
And we drove awareness and social engagement by:
Infusing every post with a celebratory vibe and swapping the hyper-stylized tequila norm for a more casual Instagram aesthetic.
Casting diverse talent who authentically reflect our consumer target and proactively leveraging relevant social platform trends.
Through 100+ photos, videos, and story posts, we invited a new generation of tequila drinkers to discover the Tres Generaciones brand.
The Results
- 25MImpressions
- 13.5KEngagements
- 10.5%Engagement Rate (compared to 0.78% industry average)
- 250%Follower Growth
