Cincoro Tequila · Brand launch
A line worth building a brand around.
A new luxury tequila backed by five NBA owners needed more than launch copy. It needed a point of view.
The assignment
Make a new tequila matter.
The category was already full of premium claims, provenance stories and celebrity names. Cincoro needed a thought strong enough to give the brand its own attitude.
How the idea lived
The line became more than a tagline. It gave the launch a campaign platform that could scale from print to massive out-of-home and sports venues.
The creative leap
Find the line that makes everything else easier.
The strongest line became the brand tagline and the organizing idea for the campaign. That's often the highest-leverage thing a copywriter can do: solve the whole assignment in a few words.
What happened
became the campaign platform.
Launchwork built outward from a single brand thought.
Sometimes making the work better means finding the sentence the rest of the work has been waiting for.
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