Social media survey inspires Sauza campaignBy Annie Hayes
Sauza Tequila has launched new campaign “Pitcher Perfect Picture” after a survey revealed more than half of cocktail drinkers post photos to social media.
The brand, owned by Beam Suntory, polled more than 950 Americans aged 21 and older to find out the trends in sharing and engaging with cocktail photos on social media.
According to the results, 51% of cocktail drinkers in America who are active on social media take photos of their drinks and share them with friends and family, and almost a quarter admitted to rearranging the table setting or lighting, forbidding friends to take a sip or ordering garnishes to make the drink look more appealing.
In addition, 63% of those quizzed are likely to share a cocktail photo to celebrate an occasion, while only 14% do so to “make others jealous”.
In light of this Sauza has launched the Pitcher Perfect Picture campaign, which offers tips from lifestyle photographer, Michelle Yam, on taking “crave-worthy” cocktail photos through angles, shadows, colour, filters and lighting recommendations.
As part of the campaign, the brand is encouraging consumers to share their cocktail pitcher photos – featuring a bottle of Sauza Tequila – on social media, using the hashtag #SauzaPitcherPics.
“The rise in social media and photo sharing apps has led to a fundamental shift in the way our fans are engaging and sharing memories with family and friends,” said Claire Richards, senior director of Tequilas at Beam Suntory.
“We’re joining in on the fun and connecting with our fans by offering tips on taking the best cocktail photos for social media. Sauza delivers the perfect cocktails that not only tastes delicious but also makes the perfect cameo in social media shots.”
Earlier this year, Sauza unveiled its “largest rebrand” to date in order to capitalise on planned expansions to emerging Tequila markets, including Japan, Brazil, Russia and China.