ML Rogers to Guide Inocente Intro

NEW YORK Inocente Tequilla has hired ML Rogers here for a $3 million launch that includes advertising, collateral, package design and promotional materials, the client said today.

The brand is owned by In the Black Beverage, which has previously worked with ML Rogers and tapped the agency based on that past relationship. There was no review.

The campaign targets affluent urban women, 21-34, and positions the tequila as a “super premium” brand in the $50 range.

Said client president Bruce Rekant, “Women represent nearly 50 percent of the tequila drinkers in the U.S., and yet are largely ignored. We see this as a significant opportunity. Our approach will be closer to fragrance/fashion than to traditional beverage or packaged goods advertising.”

ML Rogers also works for Scotts Miracle-Gro, Toto Washlet, Centerra Wine, Blistex, Aamco, Chipita and Wall Street Access.