Moth launches Margarita campaign

Premium canned cocktail producer Moth has debuted its ‘Take us with you’ campaign in the UK, featuring its ready-to-serve Margarita.

The campaign, which will run from 3-17 July, is targeting grocery, e-commerce and on-trade markets with a 300-plus London Underground station takeover, as well as targeted static and digital adverts on roadside and rail in Manchester, Brighton and Bristol. This will also be supported by a digital and social media campaign.

The campaign is spearheaded by ‘playful, forward’ language that anthropomorphises the cocktail, which is said to be a trait of the brand’s tone of voice.

Moth co-founder Sam Hunt said: “This is our bravest campaign yet, which shines a spotlight on our fresh, sharp and confident Moth Margarita.

“It taps into the cocktail’s playful character and introduces this delicious drink to consumers, while further building a relationship with those who already know and love it.”

The campaign positions the Moth Margarita, made with Enemigo Tequila, as ‘playful, fresh, sharp, confident’ and ‘ready to be taken everywhere you go this summer’.

Naresh Ramchandani, the campaign’s creative director, commented: “With a classic headline-packshot-body copy format, we’ve created what looks like a simple campaign — but it’s actually very confident and disruptive.

“A Moth Margarita introduces itself, and with its charming personality and witty language tells you about its taste, its quality and the many different ways it can be part of your life. I think that lots of people will fall for its charm and make it part of their cocktail menu this summer.”

In May, Moth was named the UK’s fastest-growing RTD brand.