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Tequila Herradura unveils ‘Luck Is Earned’ campaign

Tequila Herradura has launched a new global marketing campaign, ‘Luck Is Earned’, featuring real life stories of people who reflect the values of the brand.

Tequila Herradura’s new marketing campaign is called ‘Luck Is Earned’

The campaign communicates the life stories of people who emulate the “courage” of Tequila Herradura by “resisting compromise and exceeding standards on the path to greatness”.

The campaign honours the brand’s horseshoe logo, which refers to founder Aurelio Lopez’s discovery of a horseshoe in his agave fields, leading him to name his Tequila ‘Herradura’ – meaning horseshoe in Spanish.

“We’re excited to launch a global marketing campaign that illustrates Tequila Herradura’s history, heritage and Tequila leadership,” said John Tichenor, VP global brand director, Tequila Herradura.

“The ‘Luck Is Earned’ campaign not only reinforces the brand’s courageous legacy, but pays tribute to our consumers’ real stories of conviction and eminence.”

The campaign, by Grey Canada, will include partnerships with video and music steaming service Hulu, mobile search service Foursquare and social media engagement through Facebook, Twitter and Instagram.

“To emulate the true spirit and authenticity of Tequila Herradura, we decided to feature raw, undiscovered talent. There’s no acting going on here,” said Joel Arbez, executive creative director at Grey Canada. “By showcasing these journeys to excellence, the campaign proves that achieving greatness means no shortcuts.”

The campaign will roll out its first creative throughout the US on 16 September to coincide with Mexican Independence Day.

Last month, Tequila Herradura unveiled its ‘Sound of Smoothness’ campaign, featuring visualised sound frequencies to bring its liquid to life.

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