merit
The “Unearth the Spirit” brand campaign highlights the values and ethos of Mijenta Tequila. Based on the insight that being “the world’s first B-corp tequila” is their most ownable point of differentiation and gives competitive advantage, the creative uses tequila folklore to tie together the brand’s process, product, and people.
Unearthing the spirit is about returning to the source. The unfolding narrative shows tequila’s journey in reverse, taking us backwards in time from an elevated cocktail bar to the red Jaliscan soil that sets it all in motion. The brand film develops a visual universe around Mijenta’s origin story, leaning into their love of nature by elevating it through magical realism.
Goals included growing brand relevance, driving trial, breaking into new accounts, all while defining Mijenta’s sustainability POV.
Mijenta earned their status as the world’s first B-Corp tequila, and needed a brand platform and campaign to convey their passion for nature. With “Unearth the Spirit,” we created a visual universe around their origin story, widening the purview of typical “green” campaigns while drawing attention to the brand’s pink packaging.
The art direction did this through the use of both naturalistic and ethereal lighting, balancing the mystical nature of their brand with their premium ingredients. Capturing the beauty of Jalisco and Mijenta’s storied distillery, we built out a rich narrative that showcased the reverence this liquid has for its source.
10 point increase in distribution across key markets (key accounts and major retailers, including Target).
Tequila is up +5.4% vs. last year in $/sales. For comparison, Mijenta is up +177.8%.
PR/Industry recognition as the first B Corp tequila covered in Shanken News Daily (most prominent industry publication), Forbes, GQ, The Spirits Business, Luxury Report, and Wine Enthusiast, among others.
Campaign success led to product collaboration with Maestra Tequilera Ana Maria Romera, one of the most respected and awarded tequila authorities in the world.
Maestra Selection No. 1 Limited Edition Product Release (campaign extension) sold out on their DTC site within 28 hours of launch
The campaign is inspired by the traditional culture of the tequila process in Mexico, particularly paying honor to the fully carbon neutral distillery that co-owns the company and the expert jimadors that work the land, growing and harvesting the aged agave as sustainably as possible.
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