Sierra Tequila launches two digital campaignsBy Nicola Carruthers
German spirits producer Borco has unveiled two digital campaigns for its Sierra Tequila and Sierra Milenario Tequila labels, as it seeks to “strengthen” their position as category innovators.
Sierra Tequila has unveiled the new Are you loco? campaign, which highlights the “colourful Mexican brand identity” with innovative, digital animations.
The key element of the campaign is the King of the Night – an “eye-catching character” with a Mexican wrestler mask, who asks the question ‘Are you loco?’, aimed at monotonous everyday situations.
The campaign kicked off in Germany on Monday (17 April) with online advertisements and a ‘loco test’ on social media, which consumers can complete and share online.
Sierra Milenario Tequila will be supported by a #followyourinstincts social media campaign, with select influencers taking over the Sierra Milenario Instagram for one month.
During the takeover, the influencers will represent characteristics of one of the six Zodiac signs of the Sierra Milenario Tequila range.
Model and fashion blogger Jackie Hide will take over the Instagram page by showing her personal impressions of Berlin’s fashion, art and architecture scene through photography
Russian model Valentina Belleza will also create unique content for the Instagram page.
The campaign will target Berlin in April and May, with plans to expand to Sydney and Zurich in the course of the year.