21 Savage, a Grammy-nominated rapper, recently partnered with Pernod Ricard-owned Tequila brand Avión to debut a new, Mexico City-inspired marketing campaign -- the 'Depart, Elevate, Arrive' campaign. The new campaign underscores Tequila Avión's “heritage and passion for aviation” while commemorating the vibrant culture of Mexico City. The ad seeks to target travel-enthusiasts looking for adventure, who have walked the path less traveled.
The concept of the campaign is a perfect fit for 21 Savage as the rapper states he was always adventurous and pursued his pilot's license at a young age. The rapper states: "When I’m in the air flying, there’s nothing like it. No traffic, no borders. With a borderless mindset, I’m able to bring everything I’ve seen, a worldly point of view, into my creative process. Into my art."
The tequila brand is hoping to engage with more consumers thanks to the "new perspective" and travel-theme of the campaign.
What Makes This Trend Stand Out
- Rapper-branded Marketing Campaigns
- Potential disruptive innovation opportunity for alcohol companies to partner with popular rappers or artists to market products and capture new consumer markets.
- Travel-themed Marketing Campaigns
- Potential disruptive innovation opportunity for companies to use travel and adventure themes to attract consumers and promote products or services.
- Branded Drinking Experiences
- Potential disruptive innovation opportunity for drinks companies to create branded drinking experiences, such as tequila events, featuring celebrities or influencers to attract new customer bases.
Sectors Adopting This
- Alcohol Industry
- Opportunity for alcohol companies to partner with popular rappers or artists to create brand marketing campaigns and capture new market segments.
- Tourism & Hospitality Industry
- Opportunity for tourism & hospitality companies to use travel and adventure themes to promote their offerings and attract consumers.
- Event Planning Industry
- Opportunity for event planning companies to create branded drinking experiences featuring celebrities or influencers to attract new customer bases.
