The tequila industry usually only talks to two types of people - party animals taking shots and brooding businessmen sipping on high end product. Cazadores sits in the middle - a high quality tequila at a reasonable price. Testing showed that it was highly regarded by Mexicans and Mexican Americans as a real part of Mexican culture. To talk to new tequila drinkers who care about the craft and quality of the product -- not just how it makes them look or how quickly it gets them drunk -- Cazadores created the "Born in Los Altos de Jalisco" content platform featuring a series of 40 videos and social assets taking the people of Los Altos de Jalisco around the world. Going straight to the source, they asked the people of the Los Altos community to tell stories of their lives, Mexican mythology, and of course, the tequila. Unscripted, imperfect, unfiltered.

They launched “Born in Los Altos” on Cinco De Mayo, rolling out video content through paid and organic social, as well as programmatic. In total, 40 pieces of long-form video were made, which were then cut down for GIFs, stills and short-form social assets. In addition to video, we captured a bank of still photos for paid and organic social, bringing to life a world for Cazadores to operate within. The content lived for a full year, living across points of drinker interaction from print to point of sale.

While we are awaiting response on final results, we outpaced the tequila category growth by more than 20%. Saw a 34% volume growth. Saw significant increases in familiarity, desire and penetration. As well as created a 10X increase on Cazadores’ 2016 impressions.