Olmeca Tequila unveils virtual influencerBy Nicola Carruthers
Pernod Ricard-owned Olmeca Tequila has created the industry’s first virtual influencer to attract younger legal-drinking-age consumers.
Olmeca has created the on-screen ‘Maria Margarita’ persona to fill the role of virtual influencer.
The persona has been made to drive engagement and brand advocacy among ‘party-starting’ drinkers aged between 18 and 28 years old.
“In the global on-trade landscape, Olmeca is already one of the most popular brands for shots – but as perceptions of Tequila continue to evolve, we’ve spotted an opportunity to strengthen the brand’s position even further,” said Juan Namur, head of digital for House of Tequila at Pernod Ricard.
“We’ve got big ambitions to accelerate our growth worldwide, and this can only be done through disruption. Leveraging new technology in this pioneering way will help us to achieve this.
“Research shows that virtual influencers are three times more engaging than their human counterparts, so we’re confident that launching a brand-owned influencer – who will act as a ground-breaking marketeer for the brand – will help us to make good headway on our target.”
The digital character, said to be around 25 years of age, is a Tequila fan with Mexican roots.
Through the ‘Maria Margarita’ character, the brand will provide content for consumers seeking the best clubs, playlists, DJs, digital trends, drinks recipes and more.
The life-like influencer has a passion for fashion, street dance, electronic dance music and partying, according to the brand.
“Flouting convention and reflecting Olmeca’s values of fun and playfulness, Maria will offer consumers a dose of spontaneity and excitement in a world rooted in structure and routine, at the same time as sparking conversations and excitement around the brand,” Namur added.
“Through Maria’s platforms, we aim to produce content with an organic look/feel that teaches, inspires and entertains across categories including alcohol, fashion and music.”
The account @IAmMariaMargarita is live on Instagram. Initial content will be generated in English to reach the brand’s key markets. Content in other languages will become available after a 90-day trial period.
In February this year, Olmeca Tequila was given a new bottle design to showcase the spirit’s fun side.