French Assign Mexican Tequila To Atlanta’s Clockwork Advertising

Remy Amerique, a New York-based producer and marketer of wines and spirits, signed Clockwork Advertising here to launch a new ultra-premium tequila dubbed Don Julio.
Billings are estimated at $5 million over the next three years. Clockwork will handle creative work and strategic planning; media is assigned to New York’s VSM Media.
“[Clockwork’s] creative was right on strategy and it showed a lot of insight and industry knowledge,” said Remy Amerique’s James France, who added that Clockwork beat out an undisclosed New York agency for the business.
Clockwork’s category savvy comes from agency president Andy Montgomery, who worked on several liquor accounts in the early 1990s at Saatchi & Saatchi in New York.
Montgomery said Clockwork has a campaign “ready to go,” but will fine-tune it with more research.
Although neither France nor Montgomery would offer details on the creative work Clockwork presented, France said it communicates two primary messages.
“One is that the taste of this tequila is absolutely phenomenal,” said France. Secondly, Remy Amerique will leverage the brand’s heritage. “Don Julio is not just a contrived marketing name,” France continued. “[He] is a 73-year-old man who lives in Mexico and has devoted his life to tequila.”
Last week Remy Amerique began introducing the brand to wholesalers in Colorado, Texas and Arizona. A national rollout, complete with print and outdoor ads and promotions, is expected next spring.
Remy Amerique is a subsidiary of Remy Cointreau in Paris, which markets such brands as Mount Gay rum and Galliano, an Italian liqueur.
Montgomery founded Clockwork in 1995 with Chris Steele, chief executive officer of the $4 million shop. Both were account executives at The Joey Reiman Agency here until that shop downsized to become Bright House two years ago. Clockwork opened with former Reiman client Boral Bricks, still its largest account.