El Mayor Tequila
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El Mayor Tequila 〰️
Make An Impression
Putting the bottle center stage at any gathering.
GCD: Lynn Ullman
CD, Art: Adam Schneider
ACD, Copy: self
Elements Campaign
Putting the bottle center stage at any gathering.
GCD: Lynn Ullman
CD, Art: Adam Schneider
ACD, Copy: self
Having 5 signature expressions, plus limited-run expressions like the Rum Cask Finish, El Mayor suffered from too-many-options syndrome. To help consumers decide which tequila expression was right for them, we created taste profiles hitting on all those incredible notes.
Brand Platform
ACD/Copywriter
El Mayor is a handcrafted tequila grown in the highlands of Jalisco and aged using processes perfected by four generations of González family distillers. Time and again, El Mayor has earned its place as a premium tequila through awards, accolades and innovation. But with dated branding and a new expression launch on the horizon, El Mayor needed a sophisticated rebrand and digital facelift to stand out in the extraordinarily crowded tequila market.
To achieve this, we developed an elegant new brand design language inspired by Mexican adobes and executed striking social-first campaigns that celebrated the complexity and sophistication of the tequila.
Brand Guidelines
As part of ushering in a cleaner brand look-and-feel, we developed an extensive toolkit that keeps the brand cohesive across channels. Textures and colors were inspired by the adobe buildings of Mexico, while inky illustrations gave the brand an elevated, personal touch, not unlike the brand’s handmade tequila product.
Tequila Sunset Campaign
Unlike summers past, the summer of 2020 was filled with global uncertainty and panic. What’s more, the digital space was inundated with content for the sake of content. So when we needed to develop a summer digital campaign for El Mayor Tequila, we knew we had to bring value to consumers to rise above the noise of the content deluge.
With brilliant, sunset-inspired photography, thoughtful mantras, tiki tequila cocktail recipes and ways to relax after a long day, the Tequila Sunset campaign brought a glimmer of much-needed tranquility to Instagram feeds every sunset for 18 days.
