Cenote Tequila
The Phenomenal Tequila
Every tequila sells craft, heritage and agave. We left all three behind and built Clean Tequila instead.
- Ownable Clean Tequila segment
- Proprietary Infinity Serve
- Daytime occasion strategy
The challenge
Tequila's codes of communication were exhausted — craft, heritage, agave, repeated by every label on the shelf. Cenote needed a segment of its own rather than a better version of everyone else's story.
What we did
We erupted the category's communication codes by creating an ownable well-being segment: Clean Tequila, built on the brand's use of the legendary pure water at the base of the Jalisco volcano and its connection to Mexico's cenotes. The truth went on the package as a Clean Tequila seal and into the campaign, The Phenomenal Tequila. We then erupted codes of action by targeting daytime occasions and a restore-and-refresh mindset, on and off premise, with a proprietary drink ritual — the Infinity Serve — that reverses the brand's well-spring origin in a single salutary sip.
The consequence
A brand with a segment of its own, a seal on the bottle and a serve ritual that competitors cannot copy without conceding where it came from.
Scored on the
consequential triangle.
- Talkability
- A ritual gives people something to do, and something to describe.
- Defensibility
- Volcanic spring water is a truth only one brand can print.
- Indispensability
- Owning an occasion, not a moment, earns repeat purchase.
Your turn.
We take a small number of engagements at a time. Tell us what's at stake.