03 May 2014 13:25

Justin Timberlake features in new Sauza 901 Digital Campaign

Sauza® 901 Tequila yesterday introduced its first digital media campaign featuring founder and co-owner Justin Timberlake to encourage legal-purchase-age millennial consumers to rethink the definition of premium tequila. The "Premium Remastered" year-long campaign shows how a relentless pursuit of perfection doesn't have to be pretentious and exclusive.

The campaign showcases the Sauza 901 brand's personality while engaging Justin Timberlake's expansive social following. The creative establishes the parallels between the legendary Don Sauza and Justin Timberlake, a modern day pioneer whose creative visions redefine industry norms today. The campaign's first video, entitled "Don Sauza's Diary," combines a nod to the past with elements of the present, using a fictional diary as interpreted by Justin Timberlake to bring to life Don Sauza, the Sauza 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," said Justin Timberlake. "I can't wait for my fans to experience the new Sauza 901."

"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," said Gary Ross, Senior Brand Director of Tequila at Beam Suntory. "The 'Premium Remastered' concept perfectly represents our exceptional quality and distinctively creative style."

The campaign was created by La Comunidad, part of SapientNitro, and directed by famed director Piccadilly Curtains. It will continue exclusively on digital and social channels throughout 2014.

 

Related News

  • Jose Cuervo Tequila Celebrates 220th Anniversary
    Jose Cuervo knows how to celebrate and, for its 220th year, the brand has announced the launch of its commemorative Jose Cuervo Especial Gold and Silver bottles. The occasion marks…
  • Diageo trades Bushmills for Don Julio
    Diageo has agreed with Casa Cuervo the acquisition of full global ownership and control of Tequila Don Julio and the early termination of Casa Cuervo's production and distribution agreement for…
  • George Clooney's Casamigos Tequila adds Variant
    Hollywood actor George Clooney and his partners, Rande Gerber and Michael Meldman, have added Casamigos Añejo to the brand's portfolio, which already included Blanco and Reposado variants. Casamigos Añejo is…