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

Avion sold to Pernod Ricard for $100M after winning several prestigious tequila awards and gaining a loyal consumer following as an alternative to Patrón.

A Toyota Previa covered in graffiti A Toyota Previa covered in graffiti