Olmeca ‘makes it colossal’ for 50th anniversary

Pernod Ricard-owned Olmeca is aiming to “revitalise shot culture around the world” with a new campaign that celebrates the Tequila brand’s 50th anniversary.

To mark its 50th anniversary, Olmeca Tequila has launched the Make it Colossal campaign

The Make it Colossal campaign invites drinkers across Central America, Europe, Africa and Asia to create “colossal nights” by incorporating shot rituals into their parties.

Damien Batteux, Olmeca brand manager, said: “For the past five years, Olmeca has been a force to be reckoned with in the electronic music space, and with the launch of the Make it Colossal campaign we are aiming to bring the Tequila shot ritual to the fore to a much wider generation of music fans and party goers.

“Olmeca is a supporter of legendary nights around the globe, and we look forward to making these occasions even more colossal for consumers in the coming months.”

Central to the campaign is an updated brand logo and visual identity, designed to present a “modern twist on the ancient designs of the Olmecs”, the first civilisation of Latin America.

The Tequila brand’s new identity is said to have “a vibrant energy” that appeals to urban party people around the world.

Olmeca has also created the Colossal Night Rituals events platform, designed to inspire the global on-trade to bring Tequila lovers together through shot serves and point of sale materials.

The Bang Bang Bang Shot leads the campaign, where Tequila fans are encouraged to bang the table three times while crying Ol-me-ca before consuming glitter, bubble or rainbow shots.

Last month Pernod Ricard relaunched its education-focused programme and competition for the 100% agave Altos Tequila, which now has a greater focus on sustainability.