case_study
DELEÓN TEQUILA
STORY OVERVIEW
When RJW partnered with DeLeón Tequila, CEO Brent Hocking already had a clear-cut brand vision – establish DeLeón as the preeminent top-shelf spirit and a commanding lifestyle brand. Our job: to cement its standing as both.
Our work together has been vast, including live activations and branded experiences, print and OOH ad campaigns, a comprehensive revamping of DeLeón’s digital presence and substantial brand positioning.
The results? A formidable (and growing) market share, expanded distribution, improved brand equity and increased visibility.
NATIONAL CAMPAIGN
DeLeón, never one to follow convention, wanted an ad campaign that both personified its lifestyle and separated it from the oversaturated liquor landscape. The 2011 national campaign, homage to classic fixtures in Rock and Roll history and a depiction of the modern DeLeón man, did just that.
15-year Rolling Stone veteran Mark Seliger was chosen to bring Deleón's culture and aesthetic to life.
The slogan: "Vice is its own reward," a quote from British poet Quentin Crisp. Enough said.
The historic Woolworth Estate, with its old-world elegance, was where we laid the scene.
When DeLeón was ready for its close-up, the campaign came to life on Sunset Boulevard (what better place for a debut?), followed by nationally distributed print ads in Interview, Flaunt and Robb Report.
BRANDED PARTNRSHIPS
DeLeón events are like no other. We make sure of it. A branded series for the ages during NYC’s fashion week, first in 2010 and then in 2011, targeting society’s tastemakers and trendsetters, solidified DeLeón’s place as a true lifestyle brand.
LOCKED, an ongoing concert series with Columbia Records, brings some of the biggest names in music to some of New York City’s most intimate venues, furthering that very reputation.
Fashion Week 2010 Brought Guns' N Roses, Iggy Pop, Crystal Castles and Courtney Love to the eponymous Don Hill's and Gramercy Park Hotel's famed Rose Bar.
2011 brought The National to Milk Studios and Deleón favorite, The Kills to: The Mondrian SoHo; Don Hill's; and the Chateau Marmont. The Yeah Yeah Yeahs and Dead Weather, the brainchild of The White Stripe's Jack White, not bands to be ignored, also played shows at New York City's Don Hill's.
LOCKED continues the tradition of bringing big-name artists to exclusive venues. The first two shows featured Foster The People playing its first show in New York at The Box, while Peter Bjorn & John rocked Rose Bar. Cults played The Box as the third installment of the ongoing series.
World-class cinematographer and renowned lifestyle photographer, Mark Squires, captures the one-of-kind concerts.
- Courtney Love Sings Lady Gaga’s Bad Romance.
Fashion Week 2010 Brought Guns' N Roses, Iggy Pop, Crystal Castles and Courtney Love to the eponymous Don Hill's and Gramercy Park Hotel's famed Rose Bar.
GROWTH STRATEGY
DeLeón looks to RJW for advice and consulting with regards to all of its marketing executions as well as guidance with business decisions. The results are clear.
DIGITAL EXPERIENCE OVERHAUL
DeLeón needed a digital home that both embodied the ethos of the brand and highlighted the unique lifestyle surrounding it. A comprehensive site redesign was the answer, allowing users to explore a breadth of media, from HD videos to downloadable wallpapers to behind-the-scenes photography. A rejuvenated social media strategy enabled DeLeón to engage directly with its consumer base.
33 1/3 and Purísima Culture were built to house all of DeLeón’s digital content and be an ever-current digest of all things DeLeón.
We negotiated a deal with Sony Music Group to implement a takeover of the AC/DC Facebook Page leading up to the premiere of their new documentary, despite the fact that the band had sworn off alcohol over 30 years ago. Results: 497% increase in the rate of new fan growth, 298% increase in monthly post views.
33 1/3… The typical RPM for vinyl records and now the exclusive home of the DeLéon music library.
RJW created Vimeo and YouTube accounts to feature DeLeón's online assets. The DeLeón Facebook Page, an endlessly current digest of DeLeón's digital content, reinforces brand equity.
