Tequila Herradura launches ‘Sound of Smoothness’ campaign

Tequila Herradura Ultra has unveiled a new global creative campaign, ‘Sound of Smoothness’, featuring visualised sound frequencies to bring its liquid to life.

The Brown-Forman-owned brand has paired together mesmerising visuals and upbeat audio to illustrate Ultra’s “smooth” quality. The cymatic approach balances science and art, depicting sound frequencies reverberating through the crystal clear tequila, suspended above a speaker.

The campaign, by Grey Canada, will include partnerships with Hulu, Spotify and Foursquare, and will encourage social media engagement via Facebook.

“We’re excited to launch a campaign that brings Ultra’s ‘beyond smoothness’ character to life,” said Liz Edwards, senior brand manager, Tequila Herradura. “The new Sound of Smoothness campaign reinforces how Ultra is perfect for high-energy and celebratory occasions.”

Massive Music, a global company that produces and composes custom music, collaborated with Tequila Herradura Ultra to create the custom track, Sound of Smoothness.

“Ultra is a Tequila for people who love the night life. Music, rhythm, light, excitement,” said Joel Arbez, executive creative director at Grey Canada. “So what we wanted to do was bring that whole vibe together with the product itself, and cymatics was the perfect way to do it.”

Sound of Smoothness will roll out across global markets throughout 2016.

In January, Tequila Herradura unveiled Directo de Alambique, the fourth release in its small batch Tequila series titled Coleccion de la Casa Reserva 2015.