Differentiation in the spirits space is difficult, and Republic Tequila came to our team for help relaunching their brand.
The best brands begin with their audience in mind, and we started with defining their audiences and developing a message platform, which honored the brand’s distinctive Texas character. From there, we crafted the brand’s strategic communications and marketing plan. Our team worked with Republic on all aspects of the brand, including its style guide, packaging, sales materials, website, sponsorships, media relations and marketing collateral.
Our “Where in the Republic” tour is an example of how we tied into the brand’s Texas heritage. The brand hosted the statewide tour March 2, which is Texas Independence Day, with a series of events to highlight the spirit of the Lone Star State. At each of the nearly 20 events, Republic Tequila representatives shared drinks and collected Texas Tales — stories of the places Texans were raised, why people love Texas and what makes our state so unique. The brand also accepted Texas Tales via social media and encouraged fans to follow along on the tour.
Our work brought the brand a consistent, clear voice and message to give Republic Tequila a distinct position in a crowded marketplace. Efforts like our “Where in the Republic” tour introduced hundreds of Texans to the brand and generated local PR and social buzz.