Cabrito Market Watch Vol.1 - Issue #1 - January 2006
View original article provided by GenerH - http://generh.com/marketwatch/vol1.htm
The buzz confidently breaks with tradition by having something to talk about
Los Angeles, CA--(HISPANIC PR WIRE)--October 5, 2005--Cabrito Tequila, a Mexican
icon since 1934 is giving tequila loyalists something to talk about. The buzz
has begun and people are asking who or what is "El Mas Cabrito de los..."
The open-ended statement generates the desired answer. Distilled from pure agave
in Los Altos de Jalisco, Cabrito Tequila is made by Mexican artisans and is
one of the best selling tequilas in Mexico. The Mexicans that know tequila,
know Cabrito Tequila. Now the U.S. tequila lover will savor it too, with a straight
up provocative image full of attitude and a bit of fun.
Eye catching and buzz generating images and phrases are provoking answers to
the missing word in the slogan "The Most Cabrito of the..." Playing
off of the similarity of the word Cabrito to a favorite slang word used to connote
the best, top notch, the "baddest", the "hotshot". Cabrito
Tequila is attracting those that know and look for the best agave Distilled
by master artisans from a family that has been doing it for 100 years.
"Cabrito Tequila is confident in its authenticity, heritage and quality
so we are striking out from the norm for tequila marketing and launching this
irreverent and fun approach. With all things Latino and especially Mexican cuisine
influencing the food and beverage industry throughout the U.S.,Cabrito Tequila
is ready to continue conquering discerning palates in theU.S.," says Alex
Sobol, President of GenerH, Carbrito's agency of record.
The entire spectrum of Hispanics and the general market want the best taste,
and value, when they choose their spirits and when the best also gives them
something hip to talk about, the product gains a loyal following akin to celebrity
status. This is a new era in tequila enjoyment and Cabrito Tequila is taking
the lead.
The Tequila Cabrito's brand received coverage in La Raza, the No. 1 Spanish-language
newspaper in Chicago with an audited circulation of over 187,000. La Raza has
been recognized by the National Association of Hispanic Publications as the
"Best Spanish Language Weekly" five times over the past decade.
El Excélsior, the most widely read Spanish language weekly in Orange
County, also gave exposure to Tequila Cabrito. Tequila Cabrito participated
in theThanksgiving Coloring Contest that El Excélsior organized, where
Cabrito was not only included in the ads running from Oct. 21 thru Nov. 18,
but also included in the 100 Thanksgiving baskets that the winners took home.
In addition to that, Tequila Cabrito¹s story was covered by El Excélsior,
which as was mentioned previously. El Excélsior is Orange County's Spanish
language newspaper of choice, and Orange County ranks fifth in the nation in
Hispanic origin population.
The Mexican Educational and Cultural Institute of Chicago (IMCE) was celebrating
the 95th Anniversary of the Mexican Revolution on Nov. 18 in Chicago, Illinois.
And Tequila Cabrito had the opportunity to participate and be promoted in the
gallery via sampling.
- Printed updated posters for WildPosting campaign
- Coordinated two-week WildPosting campaigns in Los Angeles, Chicago, Houston,
Orange County, Sacramento, San Francisco, Oakland, and San Antonio beginning
11/14 and in some cases still showing.
- Coordinated participation in several mass consumer events and other opportunistic
themed events in Los Angeles and Chicago.
- Set up booth activities, premium give-aways, Cabrita promotional staff,
sampling logistics and other activity designed to maximize the visibility
of the Cabrito brand at each of these functions.
- Calle Ocho holiday street fair near Downtown Los Angeles. Cabrito is participating
with a booth package.
- FESTIVAL NAVIDEÑO "Christmas" at Martin L.King Bl & Bullis Rd., in Lynwood,
CA.
View all images here:http://generh.com/marketwatch/vol1.htm
