In 2013, Justin Timberlake partnered with Beam Suntory to relaunch his 901 tequila. The rebranded Sauza 901 garnered positive reviews, but with numerous celebrities jumping into the premium spirits category, the brand had trouble differentiating itself. Since then, Coyne has media singing the praises for Sauza 901, a tequila owned jointly by Beam Suntory and Timberlake.

In an effort to reinforce his role with the brand, Justin Timberlake took the lead to create and star in a new television ad campaign for Sauza 901. As mastermind behind an innovative new ad spot, Justin starred as Rick “Sour” Vane, an unemployed lime whose story was documented to bring attention to the lime community. While Justin assumed the role of a “lime” through heavy makeup and costumes, he unfortunately was unrecognizable as himself. It was up to PR to make the connection that Rick “Sour” Vane is Justin Timberlake.
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