The Orange Team (a.k.a. "Freshly Squeezed")'s brand hack presentation for tequila, from Digiday Agency Innovation Camp in Vail, CO - August 25, 2015.

1. We want to tell you a story…

2. In 1995, El Sabor Tequila
launched in the U.S.

3. But the world has changed
since we were founded 20 years
ago.

4. 1998 2001 2003
2004 2006 2007

5. Culture
Hyper-Connected Curated Self Unreleastic Aspirations

6. Category
Go Big or Go Home

7. The sip turned into
the shot.

8. Consumer
Our reality is different

9. El Sabor Tequila
Back to our roots

11. #LiveEveryday

12. OBJECTIVE
• Motivate the “work hard to play hard” consumer
target to choose our tequila as their preferred brand
of choice
TARGET AUDIENCE
• 25-35 year olds
• Young professionals
• Top 10 tequila consuming cities
BUDGET & TIMING
• 1 month campaign flight
• $1MM

13. MEDIA PLANNING MEETS CONTENT PLANNING
Cofactor empowers brands to eliminate the limitations of either/or decisions, unleash the power
of their brand and content, and intelligently deliver precise digital advertising that drives
purchase.
Onboard Activate Distribute

14. HASHTAG
• Activate social influencers to evangelize their
followers to share their own everyday moments with
#LiveEveryday
CREATIVE
• Drive engagement with a custom meme generator ad
that allows users to create and share their own
#LiveEveryday photos without ever leaving the ad
VIDEO
• Create awareness and build momentum with dynamic
video that highlights the #LiveEveryday hashtag and
meme generator

16. • Call to Action. Social, email and mobile
promotional efforts will drive consumers to share their
#LiveEveryday moments by encouraging them to book a
ride with Uber during a weekend activation
• Uber Experience. After arriving at their
destination of choice, the consumer will receive a
sponsored “surprise and delight” message in place of
their trip receipt confirming El Sabor Tequila has paid
for their ride. Branded messaging will encourage
consumers to enjoy their “every day moment” wherever
their final destination may be
• Social Share. Consumers will be given the
opportunity to share #LiveEveryday with friends via
their social channels

17. SOCIAL
• Activate social influencers to evangelize their followers to
share their own everyday moments
• Share influencer content and “best of” consumer content
on owned social channels and amplify to local audiences
• Create a custom #LiveEveryday filter for SnapChat
EMAIL
• Send out email blasts to El Sabor Tequila and partner CRM
lists to reach target audiences within our 10 target cities
MOBILE
• Geo-fence major downtown locations and office
buildings within our 10 targeted cities to target
young professionals within our target audience

18. #LiveEveryday

20. #LiveEveryday