el Jimador Tequila Brand Work

I managed the global el Jimador Tequila brand refresh and launch for our agency when I was CCO at Scoppechio/Ovare Group. From overseeing the development of a new brand guide, the design work and advertising, to crafting a new tagline, a new positioning and an array of brand level advertising, video, digital, content and social, the work I led elevated the brand amongst the increasingly saturated tequila segment.

The results: The refresh helped el Jimador Tequila increase brand awareness beyond our goals in the US within the first year. The work helped grow distribution by multiple percentage points over our benchmark and helped el Jimador Tequila become the #1 tequila in Mexico. The work also helped the brand achieve Blue Chip Brand status at Brown Forman, a distinction given only to Woodford Reserve and Jack Daniels at the time.