Establish el Jimador as the true premium, authentic tequila through relaunch/launch of brand in Mexico and U.S., respectively. Create awareness that product is made from 100% agave.Date of implementation or delivery to market: September 2008 (Mexico) and January 2009 (U.S.)

Visually, an illustration was enlisted (from an artist from Guadalajara, the region of Mexico where el Jimador is made, thus adding to the campaign’s authenticity), which tells the brand’s story. The piece, which creates a proprietary tapestry of the brand and features icons and symbols that relate to its cultural history, process, and meanings, was then laser-etched into wood, hand-painted and photographed as a pedestal for the el Jimador bottle. This striking visual identity established the brand look, which is implemented throughout all global campaign elements.

Mexico: Through coordinated TV, outdoor, transit, point-of sale and print campaign, brand experienced immediate 8% sales increase.

US: Immediate results not yet available as full media buy (only POS) had not begun at time of entry.