BRIEF AND APPROACH
THE CHALLENGE
Festivals are not all glitz and glamour. Excitement wanes as reality hits, with a lack of decent bathrooms, hair and make-up failing, warm drinks and messy tents. Seen as a key cultural moment for its ‘spicy trendsetter’ audience, the challenge was to authentically tap into this shared frustration, making Tequila Rose part of the festival conversation all summer.
OUR SUPER-CHARGED RESPONSE
A social-first, relatable campaign positioned Tequila Rose as the ultimate Festi-sential for 25–34-year-olds, with a curated mix of influencers led by hero talent Tasha Ghouri, who kicked off the campaign and helped turn festival season pink.
Survey insights revealed Spicy Trendsetter essentials ahead of festival season, inspiring the creation of Tequila Rose Glambags, which launched via the UK’s first Festi-sential vending machine at Paddington Station, amplified by influencer support.
Journalists and influencers shared Glambags across social channels, creating content that cemented Tequila Rose as a festival essential, while social and on-trade competitions and compelling visuals kept the community engaged throughout festival season.
91
pieces of national/regional media coverage
with a total reach of 208m
66
pieces of influncer content
with an OTS of +16m
SUPER-CHARGE MOMENT
Increased brand share of voice by +16% across Summer. Festival season was officially pink!
“From concept to execution, the Festi-Sential campaign demonstrated what Democracy does best. Seamless activation delivery, unlocking new brand ambassadors who sparked digital chatter that generated strong media exposure, and delivered results that exceeded expectations while introducing Tequila Rose to a wider audience.”
James Johnstone, European Marketing Director, Sazerac UK