Tequila Herradura leaves ordinary behind with first global campaign

Tequila Herradura launches its first-ever global campaign, Extraordinary Awaits, with a rebranded image and new :30 film. 

In a category that has become repetitive and expected, Tequila Herradura aims to carve out its unique position. In this new campaign, the 150-year-old tequila brand highlights the extraordinary possibilities that await when you try this world class and award-winning spirit.

The film follows a female protagonist as she navigates a stale party. After choosing to make a cocktail with Tequila Herradura, she unlocks a night of colour, energy, and movement.  The campaign was made with creative advertising agency Energy BBDO. This is the agency’s first campaign for Tequila Herradura.

The surreal effects – like a marble column lighting up, a painting melting to the floor, and a Roman bust dancing for the camera – were all achieved with computer-generated imagery (CGI). The musical track that plays was created specifically for this spot in partnership with Squeak E. Clean Studios.

The new campaign will run on television, online, social and out-of-home (OOH) globally this year. Aspects of the OOH campaign, like a series of vibrant murals, were done in partnership with surrealist Colombian artist Carolina Nino.

If you are unfamiliar with Tequila Herradura, it is an ultra-premium tequila, produced using many of the same authentic techniques when the first bottle was enjoyed more than 150 years ago. It is produced at Casa Herradura, located in Amatitan, Mexico, the last true tequila-producing Hacienda left on the planet. The brand has an extraordinary history, credited with creating both the first Reposado and Extra-Anejo categories, and always aging its tequilas well past industry standards.

“With over 150 years of tequila production under our belts and credited with creating the Reposado and Extra-Anejo categories, Tequila Herradura has always been extraordinary,” says Mia Simpson Culp, Managing Director, Tequila Herradura. “With our new extraordinary brand campaign, we’re inviting consumers to raise a glass this summer as we bring out what is extraordinary in all of us.”