El Jimador Tequila Celebrates Day of the Dead During Halloween Season with World’s Largest Tequila Toast
Louisville, KY – October 24, 2017 – Louisville-based Scoppechio has launched its first creative campaign for Brown-Forman’s el Jimador tequila. The campaign supports the Dia de los Muertos (Day of the Dead) holiday promotion and is running throughout the month of October, ending at the close of the holiday season.
Multi-national in scale, creative elements for the campaign will be seen in Mexico, the UK, Brazil and the U.S. Elements include online video, display, social media and on-premises ads to support the campaign. Event marketing activity in key cities is also part of the campaign.
“Day of the Dead is fast becoming part of the Halloween season here in the U.S. as our Hispanic population has grown and made such a popular impact on our culture,” said Jerry Preyss, CEO of Scoppechio. “A tequila toast is an appropriate way to celebrate the event with family and friends and el Jimador tequila is the perfect choice for this fun occasion,” added Preyss.
Central to this year’s campaign is the 3D character animation concept created by Scoppechio Chief Experience Officer, Stephen Childress. “We’re really pleased with the style of the work,” said Childress. “The animation and music are very cool and set the stage for how we speak across all platforms. It’s very distinctive for the el Jimador tequila brand,” he added.
Animation was produced in collaboration with Buck Designs out of New York and music was added from acclaimed guitarist Emmet O’Malley, who worked with Haus International to create the accompanying music track. Animation design was in part inspired by Day of the Dead artist, David Lozeau, who created signature artwork for the campaign promotion on-premise.
“We love the vibe of this year’s Day of the Dead work,” said Ed Carias, Senior Brand Manager for el Jimador tequila. “The production values are wonderful and the response so far from our target audience who is engaging with the brand is far outpacing last year’s efforts, so we are expecting a nice sales lift from this campaign,” Carias added. “The tradition of Day of the Dead is filled with love and fun with friends and family. We invite everyone to celebrate with us and do so responsibly this Halloween season,” added Carias.
Founded in 1987 and one of the nation’s leading independent agencies, Scoppechio is a full-service omnichannel marketing services provider located in the heart of the Louisville business district. With billings of over $225 million and more than 170 employees, it serves a broad client portfolio that includes Brown-Forman, Darden Restaurants, Yum! Brands, Gold Star Chili, Coney Island, GE Appliances, LG&E and KU Energy, Baptist Health System, Community Health Systems (CHS), and more. In addition to its headquarters in Louisville, Scoppechio office locations include Cincinnati, OH and Columbus, OH. For additional information, visit Scoppechio.com
About el Jimador
From Casa Herradura, established in 1870, el Jimador is a premium 100% blue agave tequila. The name el Jimador honors the men who harvest the locally grown agave with great pride and care. To learn more about el Jimador, visit www.eljimador.com
Brown-Forman is a producer and marketer of fine quality beverage alcohol brands including Jack Daniel’s, Finlandia, Canadian Mist, Korbel, Woodford Reserve, Herradura and el Jimador. For more information about Brown-Forman and our brands, visit our website at www.brown-forman.com. Please enjoy our brands responsibly.