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.