Market: Tequila - Program: Brand Awareness

In an effort to increase brand awareness for Tequila Herradura, the company held the “Tequila Herradura Barrel Art Collection” contest, challenging artists from eight cities to transform a Tequila Herradura barrel into a work of art. “Since oak barrels play a key role in the process, Tequila Herradura decided to share its passion for crafting the tequila with artists,” says Valdemar Cantu, brand manager at Herradura.

The brand team distributed a press release and followed up with a unique mailer to top-tier media contacts. Each mailer included a two-liter barrel of American oak engraved with the program logo, an art supplies kit in a wooden box, a sample of Herradura Silver 750 ml. in a branded black gift box, a barrel-shaped, logoed USB which featured program and brand information, and a postcard with barrel artwork imagery and a description of the program including social media information.

Nearly 1,000 artists submitted to the open call, and 80 were chosen to compete.

Herradura donated $70,000 to arts organization Creative Capital, which supports artists nationwide through funding and career development services.

“Tequila Herradura awarded a $100,000 cash prize to Micah and Whitney Stansell from Atlanta,” says Cantu. “Art lovers in the eight cities will have the opportunity to see the winning piece and all the participating pieces firsthand as they will be showcased at select venues in each city in early 2014.”

Biz Tip

Creating brand awareness should always be on the forefront for any client – established or new. Get the community involved by developing a cross-promotion between the client and an appropriate organization. For example, a new restaurant could sponsor a charity walk and offer a bag full of gift cards and other imprinted merchandise.