Casamigos
Senior Capstone Campaign
The Ask
Form an agency group and create a campaign for a brand geared towards a target audience of your choice. My agency group, FLARE01, chose to advertise Casamigos tequila to young adult Gen Z women.
The Challenge
Many young people are aware of Casamigos and view it as a higher end liquor, but have yet to try it or steer away because of the price. It also competes with other well known celebrity-owned tequilas, like Kendall Jenner's 818. We want more young people to choose Casamigos as "their drink."
The Solution
Casamigos encourages young women to share a moment with their 'Casamigas' and celebrate friendship. It is the perfect addition to any occasion with friends, and a symbol for togetherness and community.
AGENCY
"FLARE:" We knew from the start that we wanted to do our campaign on Casamigos so that we could flip the brand image into something new. We mentioned that we wanted to add some "flare" to Casamigos, and that was our "ah ha" moment for our agency name.
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"01:" Besides having the common goal of revitalizing our chosen brand, we all had something else in common; each of us were born in 2001. We thought the "01" would add a little flare to the name as well.
SWOT ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
Casamigos is currently a well known tequila within our target. It is viewed as a higher end brand, and it is celebrity endorsed, which makes it trustworthy and credible. Reviews say it has a sweeter taste, goes down easy and mixes well.
Longtime drinkers noticed a change in taste when the company switched ownership. The taste is now sweeter than some remember, which has turned off some past buyers. A common complaint is that it has a slight "medicinal" note. It is also on the more expensive side.
Our target audience is still relatively new to the bar scene, and many are still looking for their "go-to" drink; this is something we plan to take advantage of in our campaign. Our target is also very active on social media, which is a great way to spread brand awareness.
Casamigos has many close competitors, and many also have a celebrity owner or ambassador. Casamigos is also more expensive than some other tequilas that our target commonly drinks, and some view the price as too high to be their day-to-day drink.
DEMOGRAPHIC
A large portion of Casamigos drinkers are typically classified as affluent, sophisticated buyers who appreciate high quality and luxury. Frequent buyers are often male, business professionals, and/or upper to middle class. For this campaign, we targeted a slightly different audience:​
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Middle-class female
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21-27 years old
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Pursuing a college degree or recently graduated
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Expected salary of $35,000-$55,000 / year
CAMPAIGN SPECIFIC LOGO
PRINT ADVERTISEMENTS
"Welcome to Our House"
We incorporated this tagline across the campaign to reinstate the idea that Casamigos builds bonds makes female drinkers a part of the 'Casamigas' community; a community that is close-knit, inclusive, and cherishes good times.
SOCIAL MEDIA - TIKTOK
SOCIAL MEDIA - INSTAGRAM
TV SPOT
"Just a Salt & Lime Away From a Good Time"
We aimed to stray away from the typical tequila commercial by using snappy, upbeat and eye-catching graphics and sounds, and stop motion to capture attention. Salt, a lime, and Casamigas is all it takes for a good time.
GUERILLA MARKETING
What is more convenient than a Casamigos-filled vending machine on the beach? It is equipped with all the necessities and has an ID scanner installed inside. The poster encourages consumers to engage with the brand on social media and motivates people to visit the vending machine.
BRANDED PRODUCT PLACEMENT - LOVE ISLAND
Scene 1 Zara putting on her makeup while holding a Casamigos margarita
Scene 2 Anna May taking a sip of the margarita that Zara made for her
Script
Scene 3 Girls getting ready; Casamigos margaritas in the frame
VIRAL VIDEO
"Grab Your Friends and a Bottle..."
Making VideoStars and Musical.lys were the rave back in the day. We aimed to resonate with our audience by bringing back old trends and encouraging drinkers to recreate the "adult" version of this trend, with the help from some Casamigas and Casamigos.
O-H-H ADVERTISEMENTS
Billboard
Mirror
