Spanish Liqueur brand Licor 43 recently launched a campaign that aims to spotlight its provenance, heritage and natural ingredients, all the while aiming to capture the interests of the Millennial foodie. The campaign brings attention to the 43 natural ingredients that go into the making of Licor 43, the brand's circular logo and the "Tastes Better Together" tagline.
According to Julian Fernandez, the global marketing director of spirits at Zamora Company (which produces Licor 43), "Millennial foodies account for 2.3 billion people worldwide and will be 75% of the global workforce in 2025. These consumers are interested in the provenance and ingredients in a brand."
The colorful ads serve to spotlight products like the horchata-inspired Licor 43 Orochata made with tiger nuts and the Licor 43 Baristo with coffee sourced from the Canary Islands.
Key Themes Behind This Trend
- Millennial Foodie Culture
- Opportunity to create and market products that appeal to Millennial foodies who value provenance and natural ingredients.
- Provenance Marketing
- Opportunity to highlight the heritage and natural ingredients of a brand to attract Millennial consumers.
- Creative Advertising Campaigns
- Opportunity to use colorful and attention-grabbing ads to capture the interest of Millennial consumers.
Where This Applies
- Alcoholic Beverages
- Opportunity for liquor brands to develop and promote products that appeal to the Millennial foodie demographic.
- Food and Beverage
- Opportunity for food and beverage companies to collaborate with liquor brands to create unique products that target Millennial foodies.
- Marketing and Advertising
- Opportunity for marketing and advertising agencies to create innovative campaigns that resonate with Millennial consumers.
