# Auditory Tequila Campaigns This Herradura Tequila Ad Visualizes the 'Sound of Smoothness' By Laura McQuarrie | Published 2016-08-11 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/herradura-tequila References: [thespiritsbusiness](http://www.thespiritsbusiness.com/2016/08/tequila-herradura-launches-sound-of-smoothness-campaign/) Drinks are first and foremost associated with smell or taste, but a new campaign from [Herradura](https://www.trendhunter.com/trends/authentic-tequila) tequila is tapping into an entirely new sense with sound. The 'Sound of Smoothness' campaign for Herradura [Ultra](https://www.trendhunter.com/trends/good-gather-ultrafiltered-milk) 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](https://www.trendhunter.com/trends/desperados-beer). 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. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 4% | Activity: 32% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Multi-sensory Branding:** Herradura Tequila's Sound of Smoothness campaign shows a shift towards engaging multiple senses in advertising. - **Audio-visual Marketing:** The 'Sound of Smoothness' campaign creates a unique visual component from the auditory experience and increases consumer engagement. - **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. ### Industries Being Reshaped - **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. - **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. - **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. ## Related on Trend Hunter - [Mixology Evoked Campaigns](https://www.trendhunter.com/trends/obsessed-with-taste.md) - [Sensorial Beer Campaigns](https://www.trendhunter.com/trends/feel-the-alps.md) - [Musical Beer Campaigns](https://www.trendhunter.com/trends/desperados-beer.md) - [High-Quality Tequila Platforms](https://www.trendhunter.com/trends/tequila-de-todos.md) - [Provocative Tequila Campaigns](https://www.trendhunter.com/trends/censored-truth.md) - [Mindfulness-Promoting Mezcal Campaigns](https://www.trendhunter.com/trends/find-your-silence.md) - [Sculptural Tequila Bottle Designs](https://www.trendhunter.com/trends/msica-tequila.md) - [Bold-Colored Tequila Campaigns](https://www.trendhunter.com/trends/undomesticate-campaign.md) - [Vibrant Flavorful Tequila Campaigns](https://www.trendhunter.com/trends/flavor-for-real.md)