Santo is the world’s first mezquila (mezcal & tequila). How do you launch an innovative new spirit, targeted at millennials, who are constantly bombarded by superficial innovations?
When two great spirits, mezcal and tequila, come together, A Higher Spirit is born. A Higher Spirit is a platform idea that positions the brand as superior, premium and with a transcendent taste that leverages the mystique inherent in mezcal—creating a world even jaded, adventure-seeking millennials will be thirsty to experience and covet. It also reflects and reinforces the brand name, Santo, which means spirit.
From communications planning, strategy and positioning, to brand creative that includes film, digital, social and experiential, Narrative_, has been entrusted to launch and establish Santo into the cultural zeitgeist. A Higher Spirit carves out a distinctly competitive space for Santo. It permeates every aspect of the brand, and is at the core of an exciting and dynamic brand experience.
Films directed by artist/influencer Tasya van Ree, include innovative technology utilizing haptics: when the person in the video has a taste revelation, a vibration (higher spirit) is triggered.
The Santo Book of Revelations is a sexy, philosophical archive, that invites you into this seductive new world.
Teaser print / banners / posters
On social, leveraging Sammy Hagar and Adam Levine's fan base, a transcendent taste experience is grounded in quality and authenticity.
An interactive website requires users to scroll up (towards a higher spirit), instead of down.