Recognizing what women everywhere really want, Euro RSCG Chicago has led the integrated team that created Sauza Tequila’s first solely digital effort around a strong yet sensitive fireman, a fluffy gray kitten and a redesigned website with plenty of recipes and entertaining tips.

Women won’t be able to look away from the sexy, playful 2-minute video that launches the “Make It With A Fireman” campaign, as a tall, dark-haired fireman rescues a kitten, relives a summer in Paris and mixes up a Sauza-rita. When not adding ingredients that make up the simple, delicious margarita recipe – featuring Sauza Blue Tequila, made from 100% fresh blue agave – he gazes intently at the viewer. The Sauza fresh margarita experience is expected to get people talking across multiple digital channels.

“At its core, this campaign is about delivering convenient recipes for fresh Sauza margaritas to women,” said Amanda Lamb, Brand Manager, Sauza Tequila. “The fireman is the hook that gives our target a reason to watch and the recipe a reason to stay.”

“Women love recipes, and they love strong sensitive guys, so add it up,” said Jason Peterson, Chief Creative Officer of Euro RSCG Chicago. “We think they’ll love this and they’ll be eager to share it with their friends. And we think their friends will do the same.”

Sauza has also launched a redesigned website,, and a Facebook presence developed by LiquidThread Chicago that feature a variety of drink recipes – as well as the Sauza fireman and kitten. More recipes are forthcoming, and activity will heighten around Cinco de Mayo. Downloadable coupons will be available through multiple consumer touch points, including the website and branded Facebook page.

Campaign interest is expected to remain high through relationships with local and national media; a branded tour bus crossing the country, managed by New York public relations firm DKC; and a Sauza Tequila Spa Getaway Sweepstakes featured on Facebook, managed by LiquidThread.