Tequila Relies on DeVito/Verdi for TV

NEW YORK Sidney Frank Importing Company has hired DeVito/Verdi Advertising to create a $6-8 million television campaign for its Tequila Corazon de Agave brand.

The campaign, which is scheduled to launch in the first quarter of next year, will be the first TV work behind the brand since it was acquired by Sidney Frank three years ago, according to a client representative. Until now, the brand was backed exclusively by print ads created in-house.

There was no review for the assignment.

DeVito/Verdi, an independent agency in New York, created TV ads for Grey Goose vodka before Sidney Frank sold the label to Bacardi Liquors. Those ads tagged Grey Goose the best tasting vodka in the world and showed bartenders extolling the liquor’s virtues. This tequila assignment was based on that previous relationship, the client said. KSL handles media duties.

New York independent Sugartown Creative now handles Grey Goose ad duties.