HERRADURA x DALLAS COWBOYS
Tequila Herradura was looking to leverage their partnership with the Dallas Cowboys in order to drive commercial and contextual relevance, support the acceleration of distribution and growth of the luxury segment, and build excitement with consumers and retail gatekeepers. We were asked to develop a co-branded campaign that can reach both ATL and BTL, with messaging that is relevant for both retail and in-stadium platforms. The project called for POS materials for in-stadium and retail use along with digital and social ads. Most exciting for me, the project also called for a :15 script to be read in-game by the play-by-play announcer, and :30 and :15 radio commercial scripts to be read by Cowboys legend Emmitt Smith. I'm a Browns fan, but he's the NFL's all-time leading rusher and I respect that.
Herradura’s global campaign carries the tagline of Extraordinary Awaits, suggesting that Herradura is the portal through which anyone can enter an extraordinary experience. They like to leverage that messaging where possible, so I adapted it in various ways to play off of the Cowboys’ self-proclaimed tradition of excellence and reputation as America’s Team.
The headline on the left was used for retail situations, prompting shoppers to literally reach for Herradura. The headline on the right was used for in-stadium situations, encouraging folks looking for a drink to choose a taste of Herradura. Scripts follow below.
PLAY-BY-PLAY ANNOUNCER, IN-GAME :15
The Dallas Cowboys and Tequila Herradura know the difference between “great” and “extraordinary.”
“Great” is making the playoffs. “Extraordinary” is doing it thirty-four times.
So when you toast America's most extraordinary team, choose the world's
most extraordinary tequila.
Tequila Herradura: Extraordinary Awaits.
EMMITT SMITH, RADIO :30
Hey, Hall of Fame running back Emmitt Smith here for Tequila Herradura.
As a Dallas Cowboy, I know the difference between “great” and “extraordinary.”
Great is winning the championship, extraordinary is winning it three times in four years.
So when I raise a toast to celebrate America's most extraordinary team, I reach for the world's most extraordinary tequila.
Tequila Herradura: Extraordinary Awaits.
EMMITT SMITH, RADIO :15
Emmitt Smith here for Tequila Herradura.
Cowboys know the difference between “great” and “extraordinary.”
Great is winning the championship, extraordinary is winning it three times in four years.
So when I toast America's team, I choose extraordinary tequila.
Tequila Herradura: Extraordinary Awaits.