Hornitos Tequila’s new marketing campaign, “A Shot Worth Taking,” highlights the extraordinary things that can happen when people are willing to “take a shot.”
The new marketing effort launches on Mexican Independence Day, the anniversary of the brand’s launch back in1950, and celebrates Hornitos’ history as a shot-taking, boundary-pushing brand by inspiring this same mentality in fans.
Hornitos Tequila has continued to challenge the status quo throughout its history and set new standards in how it produces a quality tequila that is itself a shot worth taking. Its revolutionary approach is showcased through recent innovations Hornitos Black Barrel, a tequila aged in whiskey barrels, and the forthcoming Hornitos Cristalino, an aged tequila that’s filtered for clarity. To demonstrate the brand’s tradition of breaking tradition, its new “A Shot Worth Taking” campaign provides inspiration and creates opportunities that propel fans to “take shots” of their own no matter how big or small.
“Hornitos was founded on the principle that nothing great ever happens without taking a risk, and we wanted to develop a campaign that’s rooted in this mindset,” said Malini Patel, vice president of tequilas and innovation at Beam Suntory. “‘A Shot Worth Taking’ encourages people to take shots of their own to achieve something truly meaningful. As advocates for shot takers everywhere we aim to reward those who embody the same spirit that Hornitos was founded upon.”
The new campaign, soft-launched in April via social media, print and out-of-home executions, is now brought to life in mass media touchpoints including online video advertising (television advertising is slated to launch in 2018).
The digital video content, premiering this week leading up to Mexican Independence Day, features several real-life shot takers identified and selected through their own crowdfunding pages. Hornitos is providing each individual financial support, and the digital media spotlight, as they take their shots.
The group includes aspiring Mexican-American hip-hop artist Zairah; aspiring drag show producer Marc Singer; aspiring Hollywood stuntman Kyle Williams; and aspiring denim fashion designers Phillip Landrum and Phil Lee.