Latest concepts for el Jimador in the US
Tequila brands never have a stand out ‘bar call’, with consumers simply asking for ‘tequila’! So, to get el Jimador front of mind for consumers, we created concepts for the US, tying in with key activity and dates for the brand.
Day of the Dead
Hispanic cultural holidays are growing in popularity in the US, so Day of the Dead was the perfect time to get consumers to raise the Mexican spirit to bring the party to life.
Working with commissioned illustrator, Raul Urias, we created a visual that put the product at the heart of the celebrated Hispanic cultural holiday.
Jimi el Jimador
Jimi el Jimador provides a fun and engaging experience for consumers in the on trade, bringing the brand to life.
From harvesting agave to being a lucha libre champion, we told Jimi’s story through Raul Urias’ illustrations, to enhance this experiential platform and link him to the brand identity, Mexology.
Although el Jimador is far smoother, most consumers think of tequila as a punishment drink, resulting in ‘tequila face’.
el Jimador Flavors, Mango Mango and Mexican Lime provide an easier introduction into these high energy occasions with their flavourful and refreshing tastes. Using a vibrant 3D design, we created a key visual that would communicate just that.