Hornitos' Vaccine Outreach Program Is Simpler Than You Think

Hornitos has joined the growing troupe of brands that are encouraging consumers to get the Covid-19 vaccine. But instead of offering up free donuts or beer in exchange for a vaccination card, the tequila mogul is taking a simpler, less flashy route by translating health information to a group that has been disproportionality affected by the pandemic: Latinos. Top line Hornitos has partnered with The League of United Latin American Citizens (LULAC) to create resource kits that cater to Spanish-speaking communities across the country. The "Vacúnate Hoy" project contains information on how vaccines work, safety protocols and a map that allows users to locate the nearest vaccination site. The toolkit is coupled with work from Latinx artists Nina Paloma and Joel Colon, who were hired by Hornitos to create murals with QR codes that direct viewers to the page. Murals in Spanish-speaking neighborhoods connect passersby with vaccination information using QR codes. Between the lines Hornitos, which released its first campaign with LULAC in 2019, has been committed to supporting Spanish-speaking communities throughout pandemic. Last June, the companies worked together to create the #AyudaEnEspañol initiative, which translated reliable health and safety information to those who were often left in the dark. According to LULAC National CEO Sindy Benavides, the central purpose of this campaign is to close the gap between those who can easily access vaccine information and a community that has been disproportionality affected by the pandemic. "In partnership with Hornitos, Vacúnate Hoy is our concerted effort to help educate millions of Spanish-speaking Latinos in the U.S. about this critical topic and provide accessible information that could potentially save their life or the life of a loved one," she said in a statement. Bottom line The tequila brand is also doubling down on its commitment to diversity and inclusion. In April, the brand partnered with producer and screenwriting hub The Black List to amplify filmmakers of color through the “Take Your Shot Film Program.” Its ad strategy has been centered around the many interpretations of its slogan, “A Shot Worth Taking”—including this vaccine initiative. Rashidi Hodari, managing director of tequila at parent company Beam Suntory, said the brand was motivated by the statistic from LULAC that nearly six in 10 Hispanic adults say they don't have enough information on the vaccine or where to receive it. "Hornitos was established with the belief that nothing great ever happens without taking a shot in life—and this 'shot' in particular is so important," Hodari said in a statement. Should Brands Be Encouraging Covid-19 Vaccinations? Most Consumers Think Yes

Adapting to Crisis

Hornitos Tequila Is Closing the Gap Between Spanish-Speaking Communities and Vaccines

The brand has partnered with LULAC to translate Covid-19 vaccination resources

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Emmy Liederman

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Emmy Liederman