Emotive, an independent creative agency, has unveiled a new campaign for Olmeca Altos Tequila, a product of Pernod Ricard, addressing a common consumer challenge identified in its research: a significant number of individuals often face a shortage of limes when preparing margaritas at home.
Established in 2009 through the collaboration of two renowned bartenders and a Maestro Tequilero, Altos is globally recognized as a premier tequila for margaritas and palomas.
In response to their findings, Altos has launched a festive initiative through Emotive, aiming to tackle the lime shortage during the holiday season. The campaign encourages consumers to replace traditional Christmas baubles with Altos Emergency Lime Baubles.
This mission will be executed in collaboration with Uber Eats, resulting in 15,000 Altos-branded Emergency Lime Baubles being delivered to doorsteps across Australia just in time for Christmas.
Kristy Rutherford, marketing director at Pernod Ricard, explained, “Our goal was to playfully highlight a significant consumer need while reinforcing Altos’ reputation as the world’s top tequila for margaritas. Altos has a history of pioneering innovation in the tequila category, and this launch is no exception, going the extra mile to help Aussies avoid a margarita mishap this summer.”
Simon Joyce, CEO of Emotive, commended the campaign’s unconventional creativity, noting, “The best creativity doesn’t always look like advertising, sometimes it looks like free fresh lime baubles, delivered to your door, thanks to Altos Tequila and partnerships with Uber Eats, Harris Farm, and IGA.”
In collaboration with comedian Jimmy Rees and personalities Krissy Marsh and Nicole O’Neil from Real Housewives of Sydney, the Uber Eats partnership will distribute 15,000 Altos Emergency Lime Baubles in Sydney, Brisbane, Gold Coast, and Melbourne. Customers can avail themselves of these lime baubles when spending $10 on Uber Eats at participating Harris Farm stores in Sydney, Brisbane, or Gold Coast, or at participating IGA stores in Melbourne.
Rees praised Altos Tequila’s inventive solution, stating, “As Australia hits peak margie season, Altos Tequila has come up with a ridiculously ingenious way to ensure you never get caught short when making everyone’s favourite cocktail.”
To mark the campaign’s launch, Altos will take over The Clovelly Hotel for five nights, featuring a massive fresh lime Christmas tree, offering 3,000 free Altos Emergency Limes for patrons to take home, along with merchandise and Altos margaritas.