El Jimador hires footballer to target millennials

Tequila el Jimador has recruited the talents of US National and Everton goalkeeper Tim Howard as part of a new campaign to connect the brand with millennial consumers.

El Jimador has partnered with US National and Everton footballer Tim Howard on a new campaign

The collaboration will involve a greater focus on social media, consumer facing programmes, retail activations and supporting social causes as selected by Howard.

“We are thrilled to be partnering with Tim Howard, an exceptional athlete who is as passionate about his craft as we are about making quality Tequila,” commented Mark Grindstaff, global brand director for el Jimador.

“Tim is a perfect fit for our brand because he embodies el Jimador’s values of embracing diversity, seeing beauty in chaos and living life vibrantly, while also being relevant to el Jimador’s millennial target consumer.”

Since 2011, el Jimador has demonstrated a strong interest in football and launched numerous football themed Tequila bottles and held in-store sweepstakes.

Additionally, the brand is the official sponsor of the US Tour of the Mexican Naitonal Team and MLS teams, which includes Houston Dynamo, FC Dallas, Seattle Sounders and Portland Timbers.

“My craft in terms of goal keeping takes hard work and dedication,” said Howard. “I have to be there day in and day out, trying to perfect my craft, the same way that jimadores do as they harvest the agave.

“I have had a long and what I consider successful career. But you don’t get to the top by taking shortcuts.

“It takes a lot of hard work to be the best, and that’s what struck a chord with me about working with el Jimador.”