Pernod Ricard has launched a “six-figure” marketing campaign for its Altos tequila brand in the UK.
The company is reigniting the brand’s ‘Alan’ initiative from 2024, with an emphasis on two tequila-based serves; the margarita and paloma. Comprising digital, social media and broadcast-video-on-demand elements. the latest outing also features out-of-home activity around London and a “high-impact display in Dalston” in the east of the city.
“We’ve identified agave as one of the areas within our portfolio where we can drive future scale,” said Pernod Ricard UK’s brand director, Josh McCarthy. “We’re putting our money where our mouth is this summer by launching our most exciting media campaign for Altos to date, with bold and witty creative alongside messaging that … will be hard to miss.
“Following our first outing with Alan and this campaign last year, we’ve taken on board everything that was a huge success and scaled up with the added element of out-of-home.”
Last week, Pernod Ricard launched the latest global marketing initiative for its Absolut vodka brand, pushing a link between dance and cocktails.
