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.