Super-charging the growth of Tequila Rose

Super-charging the growth of Tequila Rose

The Brief

Challenger shot brand Tequila Rose wanted to super-charge its fan base of drinkers and become an intrinsic part of their lifestyle, whether those people are at home, out enjoying a bougie night with friends or even away on holiday.

The brief was to create a buzz around the brand with a series of FOMO (Fear Of Missing Out) inducing moments across the year. This would have the effect of growing brand awareness and increasing the reach of brand activity in order to reach new audiences.

Think

Tequila Rose is a brand that gets me and an accessible drink of choice.

Feel

FOMO and a desire to be in Tequila Rose's growing entourage.

Do

Associate Tequila Rose's bold presence with the years most iconic moments. Gaining new friends along the way.

Results

The results and outcomes for the brand were simply outstanding and outstripped all expectations.

Executing a blend of real world and digital activations provided multiple touch points for the Tequila Rose brand to be seen by existing fans and those new to the brand.

IBIZA ROCKS: With help from Kenny Hyslop and Zipstons, we brokered a deal to be the official shot of the Summer at the hip Ibiza Rocks hotel in San Antonio. As thousands of holidaymakers enjoyed daily pool parties at the iconic location, while enjoying acts including Craig David and Joel Corry, Tequila Rose was their companion for the party.

In addition, a social media run competition offered brand fans the chance to join the party for free. To amplify this partnership even further and reach those critical new audiences, Democracy partnered with five key influencers to get on the plane to the White Isle. This Tequila Rose party content from Ibiza Rocks brought to life the extravagant locations and events that created the FOMO we wanted.

BRUNCHES: Back at home, to tap in to those occasions that our audience enjoyed more regularly, we hosted a series of Tequila Rose brunches across the country where a hand-picked audience of influencers and celebrities were invited.

Big, bold, over the top and FUN, these events were a mix of mixologists, drag queens, music, food and drinks in the most fabulous locations. We took the Tequila Rose brunches on the road to Glasgow, Edinburgh, Cardiff, London, Birmingham and Newcastle securing content and coverage everywhere we went.

CAPITAL JINGLE BALL: We ended the year at the O2 in London, with stars including Coldplay, Tom Grennan, Sam Smith and Lewis Capaldi raising a shot glass to Tequila Rose at the ultra-glamorous Capital Jingle Bell Ball. Being part of high profile, high glamour events was all part of placing the brand alongside the names and locations our audience coveted the most.

Across the year, more than 400 separate pieces of influencer content were created and print, online and social coverage had a reach of more than 100 million people.

This translated into the real world with tangible increases in brand performance. Brand awareness as tracked by Tequila Rose soared by five percentage points, while sales in pubs and bars increased by 10 per cent and sales in supermarkets and off licenses were boosted by 15 per cent.