Tequila Avión
Embedding
a New Brand Into Pop Culture
The Challenge
How to introduce a brand that was created from scratch into a category that has had many well-known brands.
BARRIER
The category has been dominated by Tequila Patrón with no strong contenders at hand.
SOLUTION
Integrate Avión into the HBO series Entourage, which aired 2004-2011 for 8 seasons, as a key element in the series, then introduce it as a real and authentic brand. Finally, demonstrate Avión’s evolving ownership and taste in the tequila category through the “Taste Elevated” campaign, along with competing for awards at major tequila tasting competitions.
RESULTS
After winning over consumers as an alternative to Patrón, receiving several prestigious tequila awards, and gaining a loyal following, Avion was acquired by Pernod Ricard.
