For the margarita making masses.
Independent creative agency Emotive has unveiled a new campaign for Pernod Ricard’s Olmeca Altos Tequila.
Voted the world’s #1 tequila for margaritas, Altos was created in 2009 by two world-famous bartenders and a Maestro Tequilero who set out to make the perfect tequila for margaritas.
But with research by the brand revealing almost two-thirds of consumers have run out of limes when preparing margaritas at home, Altos is on a mission to ‘save’ Christmas for the margarita making masses by encouraging people to replace their useless Christmas baubles with their Emergency Lime Baubles.
The mission sees 15,000 Altos branded Emergency Limes Baubles set to drop on Australian doorstops in time for Christmas through a partnership with Uber Eats.
Kristy Rutherford, marketing director at Pernod Ricard, said the mission was to shine a cheeky spotlight on a key consumer need while reinforcing Altos’ credentials as the world’s best tequila for margaritas.
"Altos has a reputation for pioneering innovation in the tequila category and this launch is no exception, going to great lengths to help Aussies avoid a margarita mishap this summer," she said.
Simon Joyce, CEO, Emotive, said the best creativity doesn’t always look like advertising.
"Sometimes it looks like free fresh lime baubles, delivered to your door, thanks to Altos Tequila and partnerships with Uber Eats, Harris Farm and IGA," he said.
Launched with comedian Jimmy Rees and Real Housewives of Sydney favourites Krissy Marsh and Nicole O’Neil, a partnership with Uber Eats will see 15,000 Altos Emergency Lime Baubles land on Australian doorsteps across Sydney, Brisbane, Gold Coast and Melbourne (when you spend $10 on Uber Eats at participating Harris Farm stores in Sydney, Brisbane or Gold Coast or at participating IGA stores in Melbourne*).
Rees said as Australia hits peak margarita season, Altos Tequila has come up with a ridiculously ingenious way to ensure people never get caught short when making everyone’s favourite cocktail.
“Just replace your current useless Christmas tree baubles with Altos Emergency Lime Baubles and ta da! You’ll never scream ‘limes, where are you?’ like Tom Hanks in Castaway when he loses Wilson, ever again," he said.
To mark the launch, Altos have also taken over The Clovelly Hotel for five nights from Monday, December 18 to Friday, December 22.
The experiential activation covers the landmark venue with a huge fresh lime adorned Christmas tree, 3,000 free Altos Emergency Limes for customers to take home, merch - and, of course, Altos margies.
Credits:
Client: Pernod Ricard Pacific
Marketing Director: Kristy Rutherford
Head of Light Spirits, Digital & Insights: Maddie Jahnke
Senior Brand Manager: Ella Brett
Brand Manager: Josh Inbari
Creative Agency: Emotive
CEO: Simon Joyce
Head of Brand Experience: Rebecca Gelao
Head of Creative Amplification: Rhian Mason
Senior Creative Director: Ben Sampson
Designer: Ery Higa
Business Director: Alison Daly
Senior Account Manager: Eimear Tyrrell
Senior Producer: Aja Sandoval
Media: Emotive
Production Company: Emotive
Talent, Partnerships, Social: Emotive
Public Relations: THEY
Harris Farm: Mitch Graves
