Tequila Herradura Amplifies ‘Sound Of Smoothness’ With Geotargeting On Facebook, Foursquare

The digital campaign is designed to position Tequila Herradura Ultra as a premium choice at nightlife hotspots.

Tequila Herradura’s Ultra brand’s multimedia campaign highlights a mix of science and art in its appeal to young and affluent when they’re out at night.

Dubbed “The Sound of Smoothness,” the campaign features “mesmerizing visuals” paired with upbeat music. The brand campaign also boasts of a “cymatic approach” — cymatic implying the study of soundwaves through vibration and visualization — that depicts sound frequencies reverberating through the crystal clear tequila, suspended above a speaker, a rep for Tequila Herradura says.

In addition to running ads on video and music steaming services such as Hulu and Spotify, Tequila Herradura Ultra ads are also using location technology to connect with consumers via Foursquare’s online-to-offline discovery platform and on Facebook.

“To amplify awareness of ‘Sound of Smoothness’, Tequila Herradura is utilizing a variety of platforms to tap the many mediums that our audience is consuming on a daily basis,” Liz Edwards, Tequila Heradura’s senior brand manager, tells GeoMarketing. “Today’s evolving landscape of digital marketing allows us to communicate with consumers who want to engage with the brand, at times and in places where they want to connect with us. Geotargeting through apps like Foursquare and Facebook allow us to drive engagement and discovery by new and existing consumers who share their experiences with others in real-time.”

Tequila Herradura Ultra’s worked with GREY Canada, its agency of record, on the creative aspects, while commercial soundtrack provider Massive Music developed the title track, “Sound of Smoothness.”

“Ultra is a Tequila for people who love the night life. Music, rhythm, light, excitement,” said Joel Arbez, executive creative director at GREY Canada, in a statement. “So what we wanted to do was bring that whole vibe together with the product itself, and cymatics was the perfect way to do it.”


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David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.