el Jimadors name comes from the master harvesters of the Weber blue agave plant and their skill and dedication embodies the spirit and pride off the brand. But despite being the no.1 100% blue Agave tequila in Mexico, el Jimador was yet to make an impact in the UK.
Our task was to create a social campaign that went beyond engagement, delivering a brand-building activation plan that would increase awareness, educate consumers and lead to a greater understanding and reappraisal of the tequila category. Inspiring consumers to think like a Mexican, drink like a Mexican and forget about tequila being only for shots. All on a very tight budget.
To echo the brand’s strong Mexican heritage we needed to tap into the heart of Mexico’s vibrant spirit - a melting pot of ancient history, modern culture, street art and music. We wanted to hero the smooth qualities of el Jimador and encourage consumers to enjoy our tequila long and slow. And so ‘Beautiful Chaos’ was born.
In 2014, our campaign focused on the beautifully chaotic festival, Dia de los Muertos (Day Of The Dead); a uniquely Mexican positive celebration of the afterlife.
We developed a campaign that brought to life the attitude and character of the festival; commissioning 8 of the UK’s most respected artists and briefing them to celebrate the life of someone who had been an inspiration to them, by creating a piece of art from a resin skull. All content was shared via social and targeted blogs.
The campaign culminated with a Day of the Dead party and skull unveiling at Casa Negra; one of our key accounts.
Due to the success of our 2014 campaign, we followed up with DOTD 2.0 in 2015 by commissioning London artist Chris Bourke whose style truly embraced this iconic Mexican day to create 50-skulls that gave fans of el Jimador a true taste of Mexican spirit.
These original pieces were awarded to 30 trade partners, 10 super fans/key influencers and 10 very lucky consumers. We captured exclusive content to give our audience a behind the scenes view of Chris’ creative inspiration and the work that flowed from it and shared it with our Facebook fans and through various blogs via a partnership with the Protein media network.
In 2014, the spirits were looking down on us, as our Day of the Dead content surpassed KPIs, increasing brand awareness from 10% to 12.5% and ever tried from 3% to 5%.
In 2015, our success continued with awareness reaching 15% and ever tried 7%.