Peligroso Tequila
Born out of the dusty roads and big breaks of Baja
Two SoCal surfers created a craft tequila that celebrates adventure. A tequila that embraces its small town Mexico inspiration. A tequila that doesn’t apologize for being tequila. A tequila that’s always up for a good time. With no visual detail too small for us, everything about the Peligroso brand reflects who they are and where they came from.
Objective
The objective was straight forward. Accelerate growth of Peligroso by recruiting new consumers into the brand. Leverage Peligroso silver’s quality credentials to build the base business and drive incremental growth thru their Cinnamon tequila in premium accounts. Peligroso wanted to see increased brand awareness across all platforms.
Challenge
Once upon a time, tequila was the life of the party. Then Patron came along. Then someone invited Michael Imperioli, who texted Ray Liotta; pretty soon the long-standing spirit of choice for young go-hards looking to go hard had been co-opted and transformed into the drink financing the drinking habits of wannabe, b-list mob actors. Weird. Diageo North America invited us to pitch for the latest addition to their roster: Peligroso. A tequila that embraces its roots. A tequila that doesn’t apologize for being tequila. A tequila that hasn’t forgotten how to have a good ass time.
