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Millennial Media Opps Update: Herradura launches new global ad campaign

Subject: Digital, video, social media, mobile

Brand: Brown-Forman Corporation. 

Update (9/30): Everyone has a crazy tequila story, so here's Herradura's: after launching a global ad campaign back in August, less than one month later the tequila brand decided to launch another. That's right, you dance on a bar with your shirt on backwards and Herradura runs campaigns; I guess it just effects everyone differently.

The new global marketing campaign, titled "Luck Is Earned," features real stories of real people who demonstrate the ambition, passion and soul of Tequila Herradura. It debuted in the US on Sept. 16 (coinciding with Mexican Independence Day). Additional creative is set to be released globally throughout next year and 2017, and will run across digital, print, mobile, social media, video and music streaming services and local events. Still handling creative, AOR Grey Canada was in charge of developing the most recent campaign, as well.

As part of new campaign spending, Herradura has also increased digital display activity significantly since last year, according to athmatics. In fact, since January 26 desktop ads have run for $239,300, along with 21 mobile ads for $13,000. For comparison, during the same period last year, 10 desktop ads ran for $7,700 and three mobile ads ran for $400.

Therefore, digital sellers should note that although display activity is still relatively low, spending is up. Continue to focus your pitches around high ROI engagement among upscale legal drinking age (LDA) millennials. 

Below originally published 8/25
 

Opportunity: Recently announced the launch of its new global campaign, "Sound of Smoothness," which uses mesmerizing visuals and upbeat audio to literally demonstrate the tequila's smooth quality. The new campaign was created by the brand's AOR, Massive Music to create the campaigns custom soundtrack. The new campaign will run across multiple platforms including video and music streaming services, mobile search and social media. 

Out-of-home and radio made up the majority of the brand's marketing spend in 2015, according to Kantar Media, However, for Q1 2016, almost all of the budget was allocated toward search.

Now, with the release of the new campaign, look for digital spend to continue to increase, particularly across social media, mobile, online and video. This means that sellers with high engagement rates among upscale legal drinking age (LDA) millennial should go after ad dollars through the end of the year. 

Also, Q2 is traditionally the brand's top buying period. With that said, look for decision makers to use this initial campaign to optimize a larger campaign as early as next year. MediaVest, NY handles media planning and buying.

Tequila Herradura Ultra
850 Dixie Highway
Louisville, KY 40210-1038
(502) 585-1100

Mark Grindstaff
VP, Group Brand Director - Tequilas
(502) 585-1100
​_grindstaff@b-f.com

Liz Edwards
Senior Brand Manager
(502) 585-1100
liz_edwards@b-f.com

Shilpa Rao
Global Digital Manager
(502) 585-1100
shilpa_rao@b-f.com