Tequila Avión
Overview
After years of success, Avión was facing an increasingly competitive tequila market and an increasingly fickle consumer. Night After Night needed to not only update the brand’s positioning and look and feel to better speak to today’s “experience collector mindset,” but also to imagine and create an entirely new, borderless and elevated brand world for experience collectors to engage with.
Greatest Hits
Reversed a brand in decline to double digit growth within a year
Developed, managed, and executed a partnership with 21 Savage, creating all related partnership content in-house
Managed and grew the brand’s social channels, including development, production, and measurement of all content resulting in 10x engagement
Borderless Cinco
With the typical celebrations for one of tequila’s biggest annual sales periods curtailed, we created a virtual #CincoWithAvion celebration for Tequila Avión hosted on the brand’s Instagram Live and via Zoom. With support from micro-influencers and brand ambassadors, we connected with myriad communities outside of the tequila space, welcoming them into the brand’s ‘borderless world.’ And, through 21 Savage, we reached a national audience to keep the brand relevant in popular culture, despite being outspent 10:1 by larger category competitors. And, of course, we shared some dope music and recipes as part of the celebration.
Avión Always-On Content
We also created a refocused visual guide, showcasing not only the inventive cocktails and occasions that are possible within the borderless world we created around Tequila Avión but also some of the creative people embracing that mindset.
