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The Opportunity:
Tres Generaciones came to us with a solid, premium tequila and a punny catchphrase: Fail Twice, #GetUpTres—an ode to the brand's own commitment to perseverance.
The Challenges:
Although it's been around for around 5 decades, you've probably never heard of Tequila Tres Generaciones. They have incredibly low brand recognition, and no celebrity "founder" to gain them immediate social clout.
The Solution:
When you're in a category that's competing with George Clooney and a Kardashian, you have to instead focus on storytelling instead of flashiness. Instead of going with a legacy celeb or a nepo baby, we partnered with GIVĒON—and artist who hard to work three times as hard to find success. He joined us in the studio and opened up about his imperfect journey and spirit of perseverance.
Tres Generaciones came to us with a solid, premium tequila and a punny catchphrase: Fail Twice, #GetUpTres—an ode to the brand's own commitment to perseverance.
The Challenges:
Although it's been around for around 5 decades, you've probably never heard of Tequila Tres Generaciones. They have incredibly low brand recognition, and no celebrity "founder" to gain them immediate social clout.
The Solution:
When you're in a category that's competing with George Clooney and a Kardashian, you have to instead focus on storytelling instead of flashiness. Instead of going with a legacy celeb or a nepo baby, we partnered with GIVĒON—and artist who hard to work three times as hard to find success. He joined us in the studio and opened up about his imperfect journey and spirit of perseverance.
