Emergency lime baubles is the freshest marketing idea of the silly season
Indie creative agency Emotive has squeezed some juice out of the final weeks of the year with a fresh new campaign in which 15,000 emergency lime baubles will be distributed to thirsty margaritas mixers around the country.
Citing some dubious research that found “almost two-thirds of consumers have run out of limes when preparing margaritas at home”, they developed the branded emergency lime baubles for Pernod Ricard’s Olmeca Altos Tequila – which will be delivered via a partnership with Uber Eats.
15,000 lime baubles will be sent to those who spend over $10 on Uber Eats at various Harris Farm or IGA stores. Comedian Jimmy Rees and Real Housewives Krissy Marsh and Nicole O’Neil are the faces of the campaign.
“Our mission was to shine a cheeky spotlight on a key consumer need whilst reinforcing Altos’ credentials as the world’s #1 tequila for margaritas,” explains Kristy Rutherford, marketing director, Pernod Ricard.
“Altos has a reputation for pioneering innovation in the tequila category and this launch is no exception, going to great lengths to help Aussies avoid a margarita mishap this summer.”
Simon Joyce, CEO of Emotive, adds: “The best creativity doesn’t always look like advertising, sometimes it looks like free fresh lime baubles, delivered to your door, thanks to Altos Tequila and partnerships with Uber Eats, Harris Farm and IGA.”
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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