rooster rojo sampling tour

Premium tequila brand Rooster Rojo aimed to create a standout, touring bar experience for discerning millennials across the UK. onepointfive's solution was a beautifully liveried mobile airstream, visiting a tailored list of boutique music and food festivals nationwide.

Challenge

Rooster Rojo is a well-crafted spirit designed to be sipped and savored, yet tequila was seen as a drink for slamming. To make this sampling campaign work, it was vital we were super focused on targeting the right audience in the right setting.

Insight & Strategy

Sundown is the perfect time to sip and savor a well-crafted drink, these moments at events offered the ideal setting for Rooster Rojo to shine.

Solution

We identified a series of beach events and food and music festivals which offered moments we could really bring this concept to life. Next, we designed and built a touring airstream, customised as a beautifully liveried bar to serve up delicious Rooster Rojo cocktails, with surrounding seating and styling to finish the setting. With bartenders serving up Frozen margaritas and pink Palomas to order, we ensured the unit, with its signature Rojo colour and giant illuminated logo, delivered the spirit of Mexico as the sun went down at events all over the UK.

Impact

Offering a unique experience to the right audience at the right time across the UK, supported by a cost-effective mobile sampling initiative, was the perfect recipe to get more people tasting and talking about this premium Mexican tequila. Over 250,000 highly targeted consumers sampled Rooster Rojo, far-exceeding the KPIs set.

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