Pernod Ricard’s premium tequila brand Altos has kicked off a humorous new campaign to challenge negative perceptions about drinking tequila.
Bursting the bubble of pomposity surrounding celebrity tequilas, the campaign stars average barman ‘Alan,’ who “rustles up the meanest margarita known to mankind”.
It runs across social, digital and video on demand, and is expected to reach an estimated 7.2 million consumers.
Josh McCarthy, Brand Director for Pernod Ricard UK, commented: “It’s fair to say Tequila in the UK carries some baggage. With so many preconceptions based on late night shots and poor quality, cheap tequilas, it’s no wonder the category needs a reframe. That’s why Altos is stepping up to drive a positive change – telling everyone about the joys of top-quality tequila.”
