Launching a new brand in a category packed with 1,200+ competitors.
Trianon Tequila
Challenge
Tequila is the only distilled spirits category experiencing growth with 30 to 40 new brands each year, 1,200 existing brands, and ad spend exceeding $70 million annually. Trianon was yet another new brand that needed positioning, but without a massive budget or the built-in celebrity of Justin Timberlake, George Clooney, P. Diddy or Sammy Hagar’s of other tequila brands.
Strategy
Johnson Group worked with Trianon to discover a simple, common sense test used exclusively by Master Tequileros in Amatitan Mexico to determine the true taste of tequila.
We branded this fun, consumer-engaging test: The Trianon Rub.
We launched Trianon and the Trianon Rub with a grassroots campaign focused strictly on customer activation.
Results
The steady spread and consumption of Trianon.
YouTube Launch Video
This launch video explained the Trianon Rub–the simple test that master tequila distillers have used for generations to distinguish truly premium tequila. When consumers try this test comparing their current brand to Trianon, they are astounded by Trianon’s taste.
True Taste Event
Johnson Group worked with the Trianon team to schedule and staff Trianon Rub Events at high-end bars in target cities.
On-Bottle Merchandising
Trianon Rub cards were attached to all bottles for distribution in liquor stores.
YouTube
Thirty second video ads were created for online and traditional TV placement to support the launch of the brand in the specific geography of key distributors and retailers.
Website
We commissioned Emilio Garcia Salazar, a Mexican artist from the heart of tequila country, to capture the traditional blue weber agave harvest in a painting that would represent the brand that stands for the true taste of tequila. The painting is featured on Trianon’s website along with the Trianon story, the Trianon Rub test, drink recipes and availability.
Merchandising
Shelf talkers drew attention to Trianon’s unique three-part bottle—which featured Blanco, Reposado and Anejo.
Table tents were placed in market-launch bars to support Trianon Rub demonstration teams.
Bar Promotion
Unique Truth or Dare bar coasters provided an interactive way to communicate the True Taste position and create brand awareness at point of purchase.
Trianon “Trade Up” bar tokens were distributed to bartenders to incent their patrons to try Trianon.
