Brown-Forman Tequila brand el Jimador has named Louisville, Kentucky agency Scoppechio as its agency of record.
“The tequila market is growing internationally and here in the U.S. at a healthy pace,” Scoppechio CEO Jerry Preyss said in a statement. “We’re delighted that Brown-Forman selected us to help them realize their fair share of this growth. We feel el Jimador in particular has a tremendous upside for the business, given its strong heritage and popularity in the Hispanic community, with the potential to extend that into the mass market.”
“This is an exciting win for us,” he continued. “It allows us to extend our full suite of services, including experiential marketing, in support of a brand. It’s why we crafted our agency model the way we have and we can’t wait to make it work for el Jimador.”
“We’re optimistic about this new partnership and what Scoppechio has to offer,” added Brown-Forman vice president and group brand director, tequilas Mark Grindstaff. “Their understanding and passion for marketing to our target audience, omnichannel creative thinking and sports marketing experience in the soccer community were all important considerations that drove our selection.”
Scoppechio first work for the brand will be a campaign timed around Day of the Dead celebrations, followed by a campaign timed to coincide with 2018 World Cup soccer.
“While a traditional Hispanic celebration, Day of the Dead coincides with the Halloween season and is increasingly seen by the mass market as part of that holiday period,” el Jimador Tequila senior brand manager for the North American region Ed Carias, Sr. explained in a statement. “It represents a big marketing period for us, as does the upcoming World Cup Soccer event in 2018, as we are an official sponsor of the highly touted Mexican national team. Scoppechio will be activating some exciting plans for us in support of these important initiatives.”