PRINT / IN-BAR / SHOPPER MARKETING

Altos tequila

Agency: TheMix_PernodRicard | Role: Freelance Senior Copywriter  | 2024 and 2025 

The challenge

Award-winning tequila Altos had created a brand voice that was straight-talking and irreverent. I was brought in to turn up the personality while selling three things worth knowing: its smooth taste, cocktail credentials, and bartender recommendation. Plus, to make the messages work harder wherever they appeared.

What I did

I pushed the Altos brand personality further across Taste, Serve and bartender messaging with an Altos take on each benefit. Then, wherever the medium gave me something to play with, I made that part of the message too.

The main brand messaging

For print, I started with the big reasons to choose Altos: its smoothness, cocktail credentials, and bartender recommendation.

IN-BAR

Then I made the bar part of the message

I turned the hand dryer's hot blast into a smoothness demonstration, so the medium proved the point.

I gave the branded coaster a personality by announcing it had a rather enviable job.

I turned a familiar bar call at the drip tray into a boast about Altos's awards.

And finally, tent cards brought the bartender recommendation and No.1 cocktail message into bars.

SHOPPER MARKETING / OFF-TRADE

Then I took the messaging into supermarkets

I followed the bartender recommendation with some Altos deadpan humour, on a hotspot format....

And for the shelf wobbler too.

And finally, I used the shelf to make a point of just how many awards Altos had won, personalising it to the supermarket