Davidandgoliath Adds Bacardi Tequila Brand

LOS ANGELES Independent davidandgoliath is launching a multimedia push for Bacardi’s Cazadores Tequila, according to chairman and CCO David Angelo.

Its new campaign positions the Cazadores brand as unpretentious and sports whimsical a tagline emphasizing the tequila’s distinctive label: “The one with the deer on it.” The campaign includes a new Web site with Webisodes, outdoor iterations (including a billboard with a deer apparently “busting through”), online banners, event marketing and traditional television and print. An eight-page supplement will run in Men’s Journal, among others. Humorous TV focuses on the contrast between possible poseurs and the one true tequila.

Angelo said, “We want to convey a sense of premium-ness without taking it so seriously. We want to say have fun. At the end of the day, that’s what tequila is about. And it makes the brand more memorable when a consumer bellies up to a bar.”

Davidandgoliath’s campaign is the first major U.S. push for the brand through traditional and nontraditional channels, Angelo said. Last year, Bacardi spent less than $100,000 in paid media on Cazadores, per Nielsen Monitor-Plus. The current budget was not disclosed.

Davidandgoliath in El Segundo, Calif., has represented Bacardi brands for four years, producing several Belding award-winning campaigns. The shop also works on 42 Below vodka, a new Bacardi acquisition. Angelo said that effort is expected to break next year.