Deerfield, Ill.-based Beam Suntory Inc.’s Sauza 901 Tequila introduced its first digital media campaign featuring Founder and Co-owner Justin Timberlake, designed to motivate millennial consumers of legal drinking age to rethink the definition of premium tequila. The “Premium Remastered” year-long campaign shows how a pursuit of perfection doesn’t have to be pretentious and exclusive, but, like the brand’s founder, it instead can be approachable and entertaining, the brand explains.
The campaign showcases the Sauza 901 brand’s personality while engaging Timberlake’s social following. The creative establishes the parallels between the legendary Don Sauza, the father of tequila, and Timberlake, a modern-day pioneer whose creative visions redefine industry norms today, according to the brand. The campaign’s first video, “Don Sauza’s Diary,” combines a nod to the past with elements of the present, using a fictional diary as interpreted by Timberlake to bring to life the brand’s founder.
“I have spent the last several years creating a premium brand that captures the passion I have for tequila and redefines the category as I see it,” Timberlake said in a statement. “I can’t wait for my fans to experience the new Sauza 901.”
Gary Ross, senior brand director of tequila at Beam Suntory, added in a statement: “We wanted to develop a campaign for Sauza 901 that was rooted in the heritage and tradition of Sauza, but with a creative twist, just like Justin Timberlake, the brand’s founder. The ‘Premium Remastered’ concept perfectly represents our exceptional quality and distinctively creative style.”
The campaign officially launched May 2 and will continue exclusively on digital and social channels throughout 2014. Supplementing the digital media campaign, the brand also will engage with consumers through in-store sampling, on-premise activations, Timberlake’s concert promotions and a consumer sweepstakes that will kick off in June.
Sauza 901 is available nationwide for a suggested retail price of $29.99. The 80-proof, 750-ml bottle features new co-branded packaging, including a distinctive bottle shape and unique label design. For more information, visit www.901.com.