Refresh the image of Tequila San Matías in the USA, homogenize communication style across channels and create brand awareness among hispanic millennials incorporating american values with bits of the Mexican culture.
OOH coverage in NYC subway with a focus on Brooklyn and throughout San Francisco with over 4.5M monthly impacts additional to digital campaign.
Playing with spanglish we tried to connect the tradition of a brand like Pueblo Viejo with the reality of contemporary hispanic millennials through the hashtag #MyPuebloViejo reflecting what makes our 'home town' so unique and distinctive.
SAN FRANCISCO, CA
NEW YORK, NY
LOS ANGELES, CA