NEW YORK Partida Tequila wants you to confess.
The two-and-a-half-year-old premium tequila this week launched an interactive marketing campaign from Colangelo & Partners Public Relations. Part of the effort focuses on tequillaconfessions.com, a site where people are asked to confess to indiscretions that took place while they were drinking tequila.
Shot in New York by Dusan Sekulovic, the site currently features four shorts of people confessing, one to fathering a child in Chicago. There are also six vignettes of bartenders telling funny tequila stories. Each averages about two-and-a-half minutes in length and generally centers on patrons enjoying large quantities of tequila and then doing things such as downing a worm dug up from the ground.
"The goal of the campaign was to tell people about what good tequila is all about in a fun way," said Gino Colangelo, president of the New York PR practice. "So many people have had experiences with bad tequila and we wanted to re-educate people as to what good tequila could be."
The re-education extends to a series of Webcasts—dubbed "Tequila Re-Education"—that takes viewers to parts of Mexico and shows how tequila is produced and how to drink it. (Hint: more sipping, less slamming.)
Colangelo worked with the dePlano Group on design and Tarantula on interactive, both of which are based in New York. Spending was undisclosed.
"We needed something a little bit edgy but on message to catch people's attention and address the audience in personal and fun way," said Colangelo.