Herradura Tequila

Grey Canada had won the CRM business from Herradura, a Brown Forman brand based Louisville, KY (and Tequila, Mexico). After an agency day where I led a comprehensive customer journey workshop the client awarded us the above the line business (from Fallon) noting we were the only agency that thought of the audience holistically.

We went on to build a 360 campaign that originated from the brand’s history of innovation and hard work. Herradura set standards by inventing many of the tequila innovations we know today through decades of believing in themselves when nobody knew the brand.

To ensure we could get global buy-in, we had to tell a story that both respected the place the brand was established (Mexico) and one it wasn’t (the US). It took a months-long process with consumer interviews across the US, Hacienda visits (no complaints), and a bunch of workshops with clients from Mexico and the US.

Luck is Earned.