A MENU WITH FOOD FOR THE SOUL
SUMMARY
For many years, master distiller Arturo Fuentes Cortes dreamed of creating a superior tequila that captured the essence of his beloved homeland, Mexico. Having expertly perfected the liquid, he needed a perfect brand: Rooster Rojo Tequila.
Staying faithful to traditional Mexican tequila production methods, piñas are halved to preserve their sweetness and then twice distilled in stainless steel pot stills in order to preserve the delightful agave flavors and aromas.
APPROACH
Americans love performances. From our sporting events to our entertainment, we like it loud, proud, and disruptive. The human brain is wired for spectacle; it is constantly looking for the wild, the unique, and the bizarre. American consumers know a trend when they see one. The trend towards outrageous, humorous, and sometimes disturbing content rules the day. This was the thinking behind our approach to the Rooster Rojo Brand.
The former approach in advertising of displaying a product's virtues (fact stacking) has given way to a type of content and viral narrative that engages the consumer at the most primitive levels of their subconscious. This speaks to the most primal desires of the customer base. The brand must be more than the sum of its parts and must represent the aspirations of the consumer.
PRODUCTION + 3D ANIMATION
Brands with powerful fictional spokespersons (or spokes creatures) that the audience can "anchor" to create the most lasting impressions. A perfect example is Dos Equis, The Most Interesting Man in the World campaign. We developed Red, the larger-than-life party animal with a rooster head, to lead the charge and inspire legions of revelers and tequila connoisseurs around the globe.
