Drinks are first and foremost associated with smell or taste, but a new campaign from Herradura tequila is tapping into an entirely new sense with sound.
The 'Sound of Smoothness' campaign for Herradura Ultra is meant to showcase the tequila product as a perfect companion for high-energy nightlife and special occasions. In the video that supports this campaign, Herradura places a clear glass of tequila over a speaker in order to create colorful visuals of the vibrations, set to a custom music track that helps to show off the quality of the product and its ultra-smooth texture.
To further support the Sound of Smoothness campaign, Herradura tequila will be experimenting with more audio content in partnership with Spotify. Across the food and beverage industry, brands have been embracing multi-sensory marketing as a way to engage even more of a consumer's senses.
Auditory Tequila Campaigns
This Herradura Tequila Ad Visualizes the 'Sound of Smoothness'
Trend Themes
1. Multi-sensory Branding - Herradura Tequila's Sound of Smoothness campaign shows a shift towards engaging multiple senses in advertising.
2. Audio-visual Marketing - The 'Sound of Smoothness' campaign creates a unique visual component from the auditory experience and increases consumer engagement.
3. Cross-industry Partnerships - Partnering with Spotify allows Herradura and other food and beverage brands to create music-driven campaigns and appeal to youthful, party-oriented crowds.
Industry Implications
1. Alcohol Industry - Herradura's Sound of Smoothness campaign sets itself apart from competitors by creating a multi-sensory marketing approach that appeals to new audiences.
2. Food and Beverage Industry - Food and beverage brands can adopt Herradura's multi-sensory approach to cater to younger, tech-savvy, and party-conscious demographics.
3. Music Industry - Partnering with food and beverage companies for music-driven campaigns can help increase a music streaming service's visibility and create a new revenue stream for musicians.