• by Teresa Buyikian , July 18, 2024

Tequila is so having a moment. Everyone from The Rock to Kendall Jenner is selling their own brand of the Mexican agave plant-based alcohol, and classic tequila cocktails like Ranch Water (tequila, lime and sparkling water) are making a comeback on bar menus nationwide.

Yet premium 100% blue weber agave tequila maker Lunazul is relying more on its history and craftsmanship than celebrity and trends in its latest campaign, "Look to Luna." Created with agency Method1, the multichannel global campaign will run on connected TV, programmatic and social media including ESPN, Hulu HBO Max, and Disney+, among others.

The intro video for the effort depicts friends enjoying themselves at an outdoor dinner party, drinking Lunazul Blanco, served both neat and in a variety of cocktails. The images are contrasted with the spirit’s origin: video of the “tequileros who hand-harvest each blue weber agave.” “Those who know, look to Luna,” says a voiceover.

"In an ever-growing tequila market, Lunazul resonates with consumers searching for the best quality tequila at an approachable price," said Lunazul senior brand manager Brittany Wenig in a release. "Our message of 'finer doesn't come with fanfare' reflects our belief that Lunazul stands above others based on its history, heritage, and hand-crafted nature plus the expert-level knowledge and talent of our distillery team. Lunazul rests on its own laurels because tradition outshines trends."

The additive-free Lunazul utilizes agave that is slow-cooked and fermented with a proprietary yeast strain that dates back over 250 years, per the brand.

The campaign kicked off with an influencer event in New York last month, where attendees received chef-prepared meals, Lunazul cocktails and a mixology workshop. Content shot at the event is being used for the campaign on social media.