ABOUT

Context and brief

Altos is an award winning tequila that balances modern and traditional production techniques to create a truly exceptional liquid.

For a relatively new to market brand however, one that needs to compete in a crowded market, the challenge was low awareness in the UK.

The brief was to improve this with an OOH media campaign that used the existing bold and punchy brand identity but at its heart used copywriting to connect with consumers and ultimately drive awareness.


Concept

With the new brand world in its infancy, we could pull, push, tweak, and play with the copy in entertaining ways that not only set the tone for the brand moving forward, but were as contextual as enjoying a Tommy's Margarita during a heatwave.

We devised a tone that was honest, straight talking and a little cheeky which acknowledged the negatives of the tequila experience for some, while focusing on the positives that Altos can bring. This was our point of difference vs the competitors and enabled us to be conversational and informal while landing key product messages from the awards to the trust bartenders have in the product.


Execution

In line with the brand identity, we used bold typography, vibrant colour and simple bottle and serve shots to frame the copy, aiding readability.

We told stories of typical night out tequila experiences in Shoreditch to escalator riders at Old Street, showed Dalston locals a massive sign that they should order an Altos Margarita and connected with thousands of commuters across the country. We shouted about the award wins while hoping the competition didn’t get too salty, explained how the flavour profile is as smooth as the Lizzy Line and positioned Altos as a tequila that actually tastes nice.

This honesty, acknowledging real truths (that not all tequila brands care to admit…) and humour led to some great results.

Results

The results were fantastic with a +9% growth in awareness in London (Source: IPSOS PRIME brand equity tracking)

48% of respondents on Norstat recalled the campaign (significantly higher than the OOH norms of 42%).

We also had positive qualitative feedback for the campaign with comments from Norstat respondees such as ‘Love the fun play on words and would make many laugh whilst commuting’, ‘The advert makes me feel Altos is a top choice, i love the mix of words in the message, it was clear and memorable’ and ‘Pairing the tequila bottle with a classic cocktail (like a Margarita) shows its versatility, and the tagline “THAT WE’RE TELLING EVERYONE ABOUT” adds a fun, rebellious twist.
It cleverly positions Altos as an insider - favourite worth sharing, making me eager to try it.’