The True Taste
of Success
Challenge
The tequila category is the only distilled spirits category currently growing. But it’s getting crowded fast. The 30 to 40 new brand entries each year join the 1,200 already in existence. So along with George Clooney, Sammy Hagar, Justin Timberlake, P Diddy, and about 40 other new brands with ad spending topping $70 million, Trianon was ready to launch their tequila in the U.S.
Strategy
The Johnson Group discovered a simple, common sense test used exclusively by Master Tequileros in Amatitan Mexico to determine the true taste of tequila.
We branded this fun, consumer-engaging test: The Trianon Rub
We launched Trianon and the Trianon Rub with a grass roots campaign focused strictly on customer activation.
Results
The steady spread and consumption of Trianon.
This launch video unveiled the simple test that master tequila distillers have used for generations to distinguish truly premium tequila. When consumers try this test comparing their current brand to Trianon, they are astounded by Trianon’s taste.
:30 television commercials were created for online and traditional TV placement to support the launch of the brand in the specific geography of key distributors and retailers.
We commissioned Emilio Garcia Salazar, a Mexican artist from the heart of tequila country, to capture the traditional blue weber agave harvest in a painting that would represent the brand that stands for the true taste of tequila. The painting is featured on Trianon’s website along with the Trianon story, the Trianon Rub test, drink recipes and availability.
Neck ringer cards introduced the brand and the Trianon Rub test to premium tequila shoppers in store.
Shelf talkers drew attention to Trianon’s unique three-part bottle—which featured Blanco, Reposado and Anejo.
Table tents were placed in market-launch bars to support Trianon Rub demonstration teams.
Unique Truth or Dare bar coasters provided an interactive way to communicate the True Taste position and create brand awareness at point of purchase.
Trianon “Trade Up” bar tokens were distributed to bartenders to incent their patrons to try Trianon.
The True Taste Event
The Trianon Rub was then demonstrated.
The “Spray”
The “Wave”
The “Taste”
The “Rub”
The “Smell”
The “Reaction”