Olmeca enlists French rockers to drive Tequila education

Pernod Ricard has released a music video in collaboration with French rock band Hey Hey My My which aims to educate consumers about its Olmeca Altos Tequila.

Olmeca Altos’s ‘Colours of Life’ music video is part of the brand’s drive to “improve the perception of Tequila around the world

The ‘Colours of Life’ music video, which informs viewers about the brand’s craft and provenance, is now available to view through various social media.

“We are delighted to be collaborating with Hey Hey My My on this project to deliver an engaging consumer brand experience that really brings Olmeca Altos and our ‘Colours of Tequila’ campaign alive,” said Lisa McCann, international marketing director for Olmeca.

“We felt it was very fitting to tell the story of the ‘Colours of Tequila’ through a music video, as it provides us with a visual medium through which to tell consumers about the vibrant dynamism of our Tequila and really gets across the laid back, sunny personality of the brand.”

Filmed in the agave fields around Olmeca’s distillery in Los Altos, Jalisco, the video highlights the process of the piña harvest and the brand’s use of the ancient Tahona method of Tequila production.

This recent marketing effort is part of Olmeca’s wider education plans to “improve the perception of Tequila around the world”.

Created in collaboration with Dre Masso and the late Henry Besant, Olmeca Altos Tequila was first launched in select global markets in 2009.

Olmeca Altos finished its US roll out earlier this year, three years after its initial launch.