Tequila Rose targets Summer Vibes and Ibiza nights in new multichannel campaign
Tequila Rose, the original strawberry cream liqueur, has launched a new campaign to bring pink energy to summer evenings with a multimedia campaign targeting glamourous, fun, trendsetters.
The TV campaign starts alongside popular ITV2 reality show Love Island 2024 and is supported by out of home, PR, events, and social media until the end of September.
"It all starts with a Tequila Rose" is a 30-second spot created by Bountiful Cow’s brand consultancy BC2 and in-house creative shop Supernova. The creative aims to embed Tequila Rose as the ultimate drink to kick-off your summer evenings. From social occasions and nights out, to hen-dos and celebrations. It’s the first major campaign by Bountiful Cow since it won the creative and media business earlier this year.
The creative immerses the audience into a sumptuous, silky smooth world of pink, with the strapline “Strawberry cream liqueur with a splash of naughty” and the revelation that "Naughty never tasted so good". A series of polaroids show glamourous party goers enjoying a night out, with heart emojis popping up to encourage fans online to view their social channels for more fun content.
PR agency Democracy has crafted a summer of events at extravagant locations including the renewal of Tequila Rose’s partnership with Ibiza Rocks. As the official “shot of the summer 2024”, the partnership reaches thousands of holidaymakers enjoying daily pool parties at the iconic Ibiza Rocks hotel in San Antonio and kicks off with a VIP Influencer trip. Four mega influencers joined Tequila Rose in Ibiza for the ultimate Pink Energy trip and will be sharing their experience with brand fans across Instagram and YouTube.
The broader media campaign devised by Bountiful Cow, includes programmatic DOOH using data to geotarget ‘pink energy’ postcodes in those areas that over index for music lovers and have a thriving nightlife, such as Newcastle, Essex, Birmingham, and Manchester. Media is concentrated in these locations with weighted activity running Thursday-Saturday across Social, YouTube and DOOH to connect Tequila Rose to their audience in the moments that matter.
Sophie McLeay, Brand Manager, Tequila Rose: "This year, with Tequila Rose, we're bringing pink vibes to key moments for our fans. We've kicked things off by turning several regions across the UK pink with our disruptive billboards and extending the pink energy to Ibiza through our partnership with Ibiza Rocks."
Adam Foley, CEO, Bountiful Cow: "We have delivered a creative and media plan designed to drive fame through our Relative Advantage model. By focusing the media budget on the biggest night-life hotspots outside of London, it’s been possible to build a disproportionate buzz in and around these locations, delivering cut through and a whole load of pink energy in some of the most fun-loving cities in the UK."
