LONDON, 6 July: Altos Tequila has launched Altos Always Works, its first global creative platform, created with Wieden+Kennedy London and designed to give people the confidence to make great tequila cocktails at home.
The campaign arrives as tequila continues to grow in popularity around the world. With more brands entering the category, consumers have more choice than ever, but many are left wondering which tequila to choose and how to make a cocktail they can be proud of.
Altos Always Works tackles that uncertainty with a simple idea: when you start with Altos, anyone can make great cocktails.
Built around Altos’ credentials as the number one tequila for margaritas*, the campaign celebrates the fact that making a great cocktail doesn’t require perfect technique. Whether someone is a seasoned home bartender or making their first margarita, Altos gives them the confidence to give it a go.
The campaign launches with the 30 second hero film Snake Hips, alongside three social films: ‘Enjoy’, ‘Taste’ and ‘How To’. The work goes live in the UK from 3 July across social, streaming TV channels and digital video platforms, with a wider rollout across Canada, Portugal, and Central and Southern Europe.
The campaign launches in Canada on 13 July, and another 15 second film, ‘Rolloma’, will follow later.
Directed by Sam Hibbard, the hero film ‘Snake Hips’ follows a nervous host preparing to make cocktails for friends. Faced with the pressure of delivering the perfect margarita, he finds his own unconventional method: attaching an Altos-filled shaker to a fold-down belt buckle and using his hips to shake the perfect margarita.
The film brings the Altos Always Works idea to life: you don’t need to be a cocktail expert to make something great when you’re starting with the right tequila.
Charlie Lanus, Creative Director at Wieden+Kennedy London, adds: “Tequila is supposed to be fun as hell, and we wanted the work to feel that way too. The idea that ‘whatever you throw at this tequila, it’ll still work’ gave us permission to create something unexpected and a little bit ridiculous. And that sense of confident fun is exactly what you see on screen.”
Maddie Jahnke, Brand Communications, Content & Partnerships Director at House of Tequila, says: “Altos is using its liquid credentials to stand apart in a crowded category, not just as a tequila brand, but as the tequila people choose when they want to make great margaritas and palomas.”
Through the Altos Always Works campaign, Altos is encouraging people to worry less about getting cocktails perfect and focus more on enjoying making them. Because when you’re using Altos, your margarita will always work.
