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
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.