Tequila brand El Jimador is attempting to change the way people consume its beverage – by asking Aussie drinkers not to shoot it.
In an experiential campaign devised by Naked Communications, The Projects and Vice Magazine, el Jimador – which claims to be Mexico’s best-selling Tequila – will hold parties across Sydney and Melbourne over the coming weeks, beginning tonight.
Tim Kirby, business leadership director at Naked, told Mumbrella: “The tequila market in Australia is ripe for growth – it’s still premature. A lot of that is driven by the fact Australians tend to drink tequila in shots. Mexicans drink it in all styles – either straight, sipping or mixed. What we’re aiming to do is teach people how to drink it like a Mexican.”
Brand experience agency The Projects will be staging night time urban street parties in Sydney and Melbourne to show how it can be drunk in other ways. The parties will include Mexican street art, latin-influenced DJs and short films collected by Vice Magazine Mexico.
Kirby added: “We’re keeping the venues secret until a week before the kick off. The first event is tonight in Waterloo. They’re all in unusual venues, such as churches. After tonight we’ll be announcing the venues about a week before on the el Jimador Facebook page.”
Another element of the campaign is a tie up with Vice Magazine, with ads running across the publication’s digital assets, on its website and video channel as well as in the magazine.
Kirby added: “The guys from Vice have written three editorial stories about how Mexicans drink tequila, the role tequila plays in Mexican culture. They also interview the jimadors – the agave farmers – who nurture the plants and harvest them. It’s about giving more depth to the tequila story in Australia.”