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.