Dobel Tequila
Driving brand awareness and credibility through a marquee sports partnership
The Challenge
In a highly crowded premium tequila market, Dobel Tequila faces awareness issues.
We have great assets to work with, as the Official Tequila of the US Open and strong tennis talent partners, but with many sponsor brands vying for attention and an extremely established tournament serve, we had to go beyond the tournament to utilize those assets in a way that would really extend and maximize impact.
The Articulate Solve
We needed to evolve the focus from on onsite / in tournament, to drive broader awareness and deliver cultural relevance, amplifying in earned and social beyond the sports audience.
A defined, differentiating platform would aid us in bringing programming elements together and maximizing the potential of the investment, to drive both cultural connection and liquid credibility.
The Campaign
We created the ‘Ace the Moment’ platform, brought to life in The Dobel Tequila Club
This platform had direct relevance to tennis, our serve ‘The Ace Paloma’, the skill of our sports partners Aryna Sabalenka and Taylor Fritz, the brand’s strive for mastery and the way that our activations elevated consumers’ experiences.
The integrated 360 campaign encompassed:
Sporting talent partnership amplification
Celebrity hosting
Chef partnerships
Earned and paid influencers
Onsite consumer experience
Consumer drink rebated CTA
Merch range
Tournament after party
Media relations and hosting
The Result
Success was driven by:
Looking beyond the tournament, launching earlier to drive broader awareness and engagement
Utilizing sporting talent as celebrity ambassadors reaching beyond sport into wider culture
Focusing on liquid credibility to chip away at Honey Deuce’s dominance
Deploying paid influencers to drive consideration and conversion
Delivering strong celebrity engagement and harnessing the power of earned and paid influencers
This delivered highly targeted earned and social impact:
254 media placements
419 social placements
14.7B earned impressions
And most importantly significantly increased yoy SOV
