Every Day of the Dead is a chance to remember someone fondly with a healthy dose of mischief. So what’s the most mischievous, spicy and head-turning thing that Ghost Tequila could do to celebrate the season? Bid adieu to a beloved beverage and invite a new one to the table.
It’s unexpected that a tequila brand would say goodbye to such a classic cocktail, but sometimes it’s necessary to leave the past behind to usher forth a spicier outlook in life. In collaboration with Sidecar and Big Com, Ghost Tequila held a playful funeral service to pay respects to the traditional margarita and even memorialized the drink in an obituary in the local paper. The result? To be reborn as its better version: the spicy margarita made with Ghost Tequila.
Kicking off the festivities, Big Com played a pivotal role in creating the campaign materials for a funeral service held for the margarita in Boston. Ghost Tequila appointed the two complimentary agencies Sidecar and Big Com to breathe life into promoting the spicy spirit. Distilled in Tequila, Mexico in the state of Jalisco, Ghost Tequila is made of 100% blue agave with a pinch of ghost pepper for the Perfectly Spicy tequila.
Big Com designed eye-catching coasters featuring a special spicy margarita recipe and Loteria card-inspired art, as well as branded stickers, papel picado flags, tattoos, table tents, and a casket for photo ops and in-store displays all for local sales teams to leverage on and off premise at the event.
Big Com’s involvement was largely designing the look and feel for all deliverables utilized on and off-premise, ensuring seamless integration across various channels, including organic social, paid social, native digital ads, and print. Big Com also coordinated the media buy of the margarita’s realistic obituary in the Boston Herald.
This marks the first work for Ghost Tequila from Big Com after winning the project this summer.
“Collaborating with Sidecar and Big Com on this campaign was such a spirited way to bid farewell to the margarita,” said Maya Rubalcaba, Director of Marketing for Ghost Tequila. “Big Com masterfully brought to life fully integrated ideas that connected the brand to our passionate fan base. The look and feel is unique to Ghost Tequila as it leverages aspects from the label while making something contextually respectful and relevant. We all love a classic margarita, but we’re inviting everyone to go from ordinary to extraordinary with a perfectly spicy margarita only Ghost Tequila can offer.
“Our team believes the best stories start with a little mischief,” said John Montgomery, Founder & CEO of Big Com. “This partnership with Ghost Tequila is all about shaking up expectations using creative ideas and design. This October, as we honor tradition, we’re inviting everyone to embrace bold flavors and unforgettable experiences.”
