After the pandemic shut down the hospitality industry, on-trade favourite Tequila Rose had to pivot to become an at home tipple. The strawberry cream liquer turned to Democracy to find a new way to reach its established female customer base, as well as a growing audience in the LGBTQIA+ community. As Palentine’s Day aligned with Tequila Rose’s inclusive and friendship-centric ethos and had gained commercial traction in recent years, this presented an authentic opportunity to take ownership of the occasion and give consumers an uplifting reason to raise a glass - whilst nurturing brand love amongst the LGBTQIA+ community without excluding the core consumer.
We tapped into the pop culture Zeitgeist and aligned the brand with Drag Race UK royalty The Vivienne, to coincide with the airing of new seasons’ of Drag Race UK and US on BBC and Netflix respectively. Our strategy was to immerse the Tequila Rose brand into the heart of LGBTQIA+ culture and take ownership online of Palentine’s Day through:
AWARENESS: Utilise influencers to generate brand awareness and build brand love with existing and emerging consumer bases
ENGAGEMENT: Launch a social media giveaway highlighting the emotional connections of friendship
BRAND ASSOCIATION: Encourage consumers to associate the brand with gifting