NEWS: HHCL picks up Allied Domecq prize

Howell Henry Chaldecott Lury has won a toe-hold on Allied Domecq’s advertising roster by netting the UK launch work for its Mexican tequila brand, Sauza.

Howell Henry Chaldecott Lury has won a toe-hold on Allied Domecq’s

advertising roster by netting the UK launch work for its Mexican tequila

brand, Sauza.



The agency was appointed to the business without a pitch by Hayley

Beale, Allied Domecq’s marketing director, who worked with HHCL for

several years at Britvic Tango, where she was the marketing manager.



Beale said: ‘There is a very good fit between Sauza and HHCL. It is a

dynamic brand that appeals to a young market. I was particularly

impressed with HHCL’s work on Tango - it developed the brand from just

orange to a range of flavours, providing strategic input and great

creativity. There is tremendous potential for Sauza.’



HHCL’s first advertising, targeting young adults, will break pre-

Christmas with budgets expected to reach pounds 2 million. Sauza will

compete directly with Jose Cuervo, the best-selling tequila drink in the

UK, and Montezuma. Sauza is also expected to position itself against

major vodka brands such as Smirnoff and Absolut.



Rupert Howell, HHCL’s managing partner, declined to comment on future

advertising plans for the brand, but said: ‘We’re excited about this and

we believe tequila’s time has come.’



Media buying will be handled by Zenith Media, which holds Allied

Domecq’s centralised media business. Zenith picked up Allied Domecq’s

pounds 35 million buying in 1990.



Strategic media planning on Sauza remains undecided, but HHCL’s sister

agency, Michaelides and Bednash, is expected to pitch for the task.



In the US, Sauza’s advertising is handled by the New York agency, Cliff

Freeman and Partners, which created press ads for lifestyle magazines

using the tagline: ‘Life is harsh - your tequila shouldn’t be.’ Allied

Domecq claims Sauza is the fastest growing tequila brand in the US.



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