Rooster Rojo is a premium tequila, part of Amber Beverage Group’s portfolio of drinks. Produced in Tequila Town, Jalisco, it’s an authentic spirit made from local ingredients (water from the Volcán de Tequila water system and 100% Blue Weber Agaves sourced from the fields around Tequila Town). The liquid is filtered through Mexican silver and double distilled under the supervision of master distiller Arturo Fuentes Cortes.
Our Brief
In mid 2021 Sedley Place was briefed to devise a new campaign which would position and promote Rooster Rojo in its core markets around the world. Specifically, we were briefed to devise a new campaign, create key visuals, produce a video, design a full set of brand touchpoints, devise social media guidelines focussing on tone of voice, and update the existing Rooster Rojo Brand Book with a refreshed brand story and the new campaign elements.
Collaborative Project
We collaborated on the project with Ian Haworth of Haworth House, who has decades of global advertising experience, and the photography/videography company 24/Seven Film, based in the USA.
“The brief was a very interesting one for us collectively for a number of reasons. To start with the Tequila category is going through a period of significant growth. As Liquor.com recently reported, “Tequila has never been more popular in the United States. According to the Distilled Spirits Council (DISCUS), sales of tequila and mezcal topped $5.2 billion in 2021, and the spirit is poised to potentially overtake vodka as the bestselling style within a few years. Significantly, the tequilas that are experiencing the strongest growth aren’t the cheap mixto brands of yore, bane of the bottom shelf: DISCUS says that it’s high-end and luxury tequila brands made with 100% agave, that are growing fastest. As Rooster Rojo is a high-end tequila the brief represented an opportunity to build on the growth the brand was already experiencing. What’s more, as Rooster Rojo has such a distinctive brand and packaging we saw it as an opportunity to do something equally distinctive.”
Giles Calver, Planning Director, Sedley Place
Strategy
Our resulting campaign was underpinned by three key strategic elements: First, to position Rooster Rojo as a premium tequila which an engaging brand story. Secondly, to communicate to the core target market that Rooster Rojo’s four drinks (Blanco, Añejo, Reposado and Smoked Pineapple) are tequilas which are best savoured over ice and enjoyed like a premium whisky, rum, gin or vodka or served in cocktails - and not slammed like lesser quality tequilas. Thirdly, to build the campaign messages around key consumption moments, both social and more intimate.
Creative Approach
Similarly, our creative strategy had a number of strands. First, we created the core message ‘Sip Don’t Slam’, to communicate the premium nature of the tequila. Our overall goal was to disassociate Rooster Rojo from fast shots and slammers; instead reinforcing its smoothness and savour appeal. Secondly, we created a graphic treatment for the ‘Sip Don’t Slam’ message which we illustrated using various media and in static and animated versions. Thirdly, we devised a number of consumption moments that reflected the target market and a Chicano aesthetic, as our client was keen to achieve a distinctive look in keeping with the brand’s values and personality. Lastly, we embedded the ‘Sip Don’t Slam’ message within the consumption moment, so that the campaign would have a unique look.
Creative Implementation
The campaign was implemented across a broad range of touchpoints:
• Three key advertising visuals (Car Bar, Food Truck and Car Bar) in black and white and colour iterations,
• Brand video: Master cut and individual versions,
• On trade: Back bar signage, sipping glass, tray, ice bucket, shaker, bar tray and coasters,
• Off trade: Glorifier, display, shelf-wobbler, shelf talker and shelving banner,
• Merchandise: Badge, cap, hat, polo and t-shirt, jackets and bags,
• Value added packs,
• Experiential concepts: Music Festival, Virtual Reality Tour and Siete Fuegos (Seven Fires).
Photography/Videography
The key visuals, brand and social media video footage were filmed by 24/Seven Film in Los Angeles and jointly art directed by Sedley Place and Ian Haworth. Locations and models were chosen to achieve an edgier, urban and authentic Chicano look.
“The campaign amplifies and distils the main Rooster Rojo brand messages to consumers; namely, to enjoy life by taking small sips of it and enjoying the moment, being true to yourself and others, realising your passion and not being afraid of new experiences in life. Visually the campaign is very appealing. The LA surroundings, the right models and the special light, which you have only on the West Coast, give the campaign the needed authenticity and right vibe. It shows a cosmopolitan brand DNA. Despite being born in Mexico Rooster Rojo is consumed everywhere around the world by adventurous and curious urban explorers.”
Mantas Zlatkus, Global Portfolio Director (Innovations), Amber Beverage Group
Social Media Guidelines and Brand Book
To support the new campaign, and provide the teams in individual markets as well as Amber Beverage Group’s external agencies with guidance and inspiration, we wrote, designed and produced Social Media Guidelines, and refreshed the existing Brand Book with information on the ‘Sip Don’t Slam’ campaign. Both of these elements were accompanied with digital master versions of the ‘Sip Don’t Slam’ graphic, high resolution versions of the key visuals, as well as a wealth of other images captured on the photo shoot in LA.
The ‘Sip Don’t Slam’ campaign is currently being rolled out in the brand’s different markets.