Sauza Tequila turned to Coyne to reinforce the brand’s position as the perfect tequila for pitcher-style margaritas. In an increasingly crowded competitive landscape with premium tequilas dominating the category, Coyne had to reach the brand’s target consumer in an ownable and relevant way, leveraging their existing behaviors to become a part of their social conversation.
In monitoring for relevant consumer trends, Coyne knew that consumers have a penchant for sharing artful photos on their social media channels – of their travels, of their meals, and of course, of their cocktails. To dig a little deeper into this consumer behavior and to generate headlines, Coyne helped Sauza commission an omnibus survey to reveal consumers’ fascination with sharing cocktail photos on their social channels. Through the survey, Sauza was able to uncover media-worthy stats such as: 65 percent of social media users are more likely to share a margarita photo than any other cocktail. Sauza fans and influential lifestyle bloggers were encouraged to apply a photographers’ tips and use #SauzaPitcherPics to share their own “Pitcher Perfect Pictures.”