“Choose Pleasure™” is the tagline of Tequila Avión’s first-ever TV campaign, created by Walton Isaacson New York.
Tequila Avión and WI’s innovative “Choose Pleasure™” TV campaign includes 60-, 30- and 15-second ads, currently airing on national broadcast and cable outlets including ESPN, E! Bravo, WE, TNT, Comedy Central, and HGTV. The entire push will also include premium digital video and billboards.
The TV campaign, which is ambitious for an ultra-premium spirits brand is primarily targeted at both women and men in the 25- to 40-year-old age range. Women account for an unusually high 50% of tequila sales, thanks largely to the margarita’s reign as America’s most popular cocktail.
Tequila dollar sales have seen 40% growth over the past six years. The overall category’s sales grew nearly 4% in 2011, and premium tequila sales (Avión’s category) jumped more than 11% in 2011.
This is Avión’s first appearance on TV since it made a game changing, high-impact debut as part of the actual storyline of the HBO show “Entourage” in 2010.
“I have known Cory Isaacson and Aaron Walton for years and the WI team has one simple thing many do not,” observes Ken Austin, chairman of Avión Tequila LLC. “They ‘get it’ in a way a founder of a brand like Avión only wishes for. WI has taken the time to know and live our brand DNA and studied the white spirits space entirely before delivering this innovative campaign. The spots and brand messages are highly relevant, elegantly shot and disruptive. Having a team this smart, passionate and caring is part of the magic, and we look forward to many more magical moments in the months and years ahead.”
“We are extremely proud of the work that we have done with Avión since the beginning. These ads further demonstrate the brand’s focus and desire to positively disrupt the conventions in the category," says Stefanie Drucker, Account Director for Walton Isaacson.