El Arquero Tequila
We’re all in this tequila
Brief
Launch a new brand that tells a (famous) founder’s story of creating a new product that’s been specially formulated to bust years of negative perceptions around tequila.
Insight
Premium spirits unilaterally position themselves as brands that champion personal feats of achievement.
Strategy
Push against individualistic conventions by reintroducing tequila through the uplifting power of the collective – because connection adds a certain flavour that nothing else can.
Idea
‘We’re all in this tequila’ tells the story of Adam Gilchrist’s love of tequila and how he set out to create one with a smoothness and refinement to suit all tastes. and apologise for those that have come before and skewed our judgement.
