Working with White Label Group, we have played the strategic part of the team across a number of the agency’s prized drinks brands.
Our task on El Tesoro - Beam Suntory’s craft tequila - was to develop a brand narrative that would serve as a bridge between the client’s brand strategy and communication’s creative storytelling, to inspire compelling creative across experience, advertising, and digital. In a tequila market where scale and glitz prevailed, we sought to differentiate the El Tesoro brand in line with new generation tastes and values. By exploring 4 potential concept platforms, we made the El Tesoro craft story richly authentic and vivid, enabling the client to reflect their unique culture and the agency to develop highly engaging creative work. We then re-engaged a year later to evolve the storytelling for next stage creative development and high voltage campaign impact.