Tequila Cazadores unveils ‘community’ campaign

Bacardi-owned Tequila Cazadores has launched the first instalment of its new marketing campaign, called Born in Los Altos De Jalisco.

A total of 40 videos in the campaign will be released throughout the summer

The video and print mediums tell stories of local characters from Arandas, Jalisco, the birthplace of Tequila Cazadores.

The first video in the series – which launched on Cinco de Mayo – features Manny Hinojosa, Cazadores brand ambassador, describing the “true meaning” behind Cinco de Mayo.

A total of 40 documentary-style videos will be released throughout the summer featuring eight characters and the part they play in their community.

“At Cazadores we are exceptionally proud of our roots, which began, and continue to this day, in Arandas, Mexico,” said Lisa Pfenning, vice president, brand managing director, Tequila Portfolio for Bacardi in the US. “Storytelling has been a tradition in Mexico for generations and this new platform brings to life the vibrancy and the spirit of real people, with real voices, who echo our shared sense of pride for the Los Altos de Jalisco region.”

Zara Mirza, head of creative excellence for Bacardi, added: “We did not create an advertising campaign, but instead short documentaries about the liquid, the people, and the region, which showcase the deep pride that Cazadores has for being a part of the Los Altos community.”

“The content that was captured, which will be distributed through editorial and cultural platforms, is an inherent reflection of Tequila Cazadores connecting to its roots and celebrating the subtleties of the everyday people and moments that link Los Altos and Cazadores together.”

The campaign will be supported by bill postings, painted wall art and with the videos hosted on the Vice Munchies partner page.

Check out a video from the new campaign below.