New Creative Challenges Consumers to Think Differently about Tequila
Sauza 901 Tequila today introduced its first digital media campaign featuring founder and co-owner Justin Timberlake to encourage legal-purchase-age millennial consumers to rethink the definition of premium tequila. The “Premium Remastered” year-long campaign shows how a relentless pursuit of perfection doesn’t have to be pretentious and exclusive, but like the brand’s founder, can be approachable and entertaining.
The campaign showcases the Sauza 901 brand’s unique personality, while engaging Justin Timberlake’s expansive social following. The creativeestablishes the parallels between the legendary Don Sauza, The Father of Tequila, and Justin Timberlake, a modern day pioneer whose creative visions redefine industry norms today. The campaign’s first video, entitled “Don Sauza’s Diary,” combines a nod to the past with elements of the present, using a fictional diary as interpreted by Justin Timberlake to bring to life Don Sauza, the Sauza brand’s founder.
“I have spent the last several years creating a premium brand that captures the passion I have for tequila and redefines the category as I see it,” said Justin Timberlake. “I can’t wait for my fans to experience the new Sauza 901.”
“We wanted to develop a campaign for Sauza 901 that was rooted in the heritage and tradition of Sauza, but with a creative twist, just like Justin Timberlake, the brand’s founder,” said Gary Ross, Senior Brand Director of Tequila at Beam Suntory. “The ‘Premium Remastered’ concept perfectly represents our exceptional quality and distinctively creative style.”
The campaign was created by La Comunidad, part of SapientNitro, and directed by famed director Piccadilly Curtains. It officially launches today and will continue exclusively on digital and social channels throughout 2014. Supplementing the digital media campaign, the brand will also engage with consumers through in-store sampling, on-premise activations, Justin Timberlake’s concert promotions and a consumer sweepstakes, which kicks off in June.
Sauza 901 is available nationwide in stores, such as Kroger and CVS, for a suggested retail price of $29.99. The 80-proof 750ml bottle features new co-branded packaging, including a distinctive bottle shape and unique label design. For more information, visit www.901.com, like us on Facebook.com/Sauza901, or follow us on Twitter @Sauza901.
About Sauza 901 Tequila
Sauza 901 is a premium tequila and marks a collaborative effort on behalf of Sauza Tequila, one of the world’s top premium tequila brands, and singer, actor and entrepreneur Justin Timberlake. The co-branded offering blends the creativity and one-of-a-kind personality of its founder with the quality and history of iconic Sauza® Tequila for a dynamic new lifestyle spirits brand. Perfect for any occasion from a celebratory night out to a low key night with friends, Sauza 901 is made with 100% agave tequila and offers a super smooth, triple distilled premium spirit. Sauza 901 is part of Beam Suntory Inc.
About Beam Suntory Inc.
As the world’s third largest premium spirits company, Beam Suntory is Crafting the Spirits that Stir the World. Consumers from all corners of the globe call for the company’s brands, including the flagship Jim Beam bourbon and Yamazaki Japanese whisky, as well as world renown premium brands including Maker’s Mark and Knob Creek bourbons, Hakushu and Hibiki Japanese whiskies, Teacher’s, Laphroaig, and Bowmore Scotch whiskies, Canadian Club whisky, Courvoisier cognac, Sauza tequila, Pinnacle vodka, and Midori liqueur. The company generates annual worldwide sales of approximately $4.6 billion excluding excise taxes.
Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and entrepreneurial culture. Headquartered in Deerfield, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.