Pernod Ricard USA Appoints Ogilvy Creative Partner for Tequila and Mezcal Brands

Ogilvy today announced it has been selected by Pernod Ricard USA, premium spirits & wine leader, to serve as the lead creative agency for Olmeca Altos Tequila, Tequila Avión, and Del Maguey. The agency designation comes as Pernod Ricard USA consolidates its global agency roster to create a more cohesive ecosystem and greater efficiencies in support of the company's marketing transformation journey.

Ogilvy will coordinate a brand and integrated communications strategy for each of the tequila and mezcal brands with a focus on translating timeless brand stories into timely creative ideas that will drive sustained growth for each of the Pernod Ricard USA brands. Responsibilities will primarily include brand strategy, advertising and personalized content development.

Ogilvy’s Global CEO of Advertising Antonis Kocheilas said: “We are thrilled to be partnering with the team at Pernod Ricard because they understand the critical role that creativity plays in keeping brands at the forefront of culture and connected to their consumers’ evolving needs. I’m personally looking forward to working with our creative teams to grow and establish each of these brands as the favorite choice of premium drinkers in relevant drinking occasions.”

Pam Forbus, Chief Marketing Officer, Pernod Ricard North America, said: “As we adapt to an ever-changing marketplace, I’m confident our new partnership with Ogilvy will enable us to become even more consumer-centric in our efforts to win premium drinkers’ attention for Olmeca Altos Tequila, Tequila Avión, and Del Maguey. Ogilvy’s data-driven approach to growing brands and businesses puts creativity at the heart of performance, which we believe is the key driving sustained growth in today’s world.”

Olmeca Altos Tequila, Tequila Avión, and Del Maguey each offer consumers a distinct, premium option to enjoy for different occasions. Olmeca Altos Tequila, an award-winning Mexican Tequila, is a 100% Agave Tequila of astonishing character and unprecedented smoothness. Olmeca Altos is exclusively produced in the Los Altos Region, in the Highlands of Central Mexico with a slow and complex elaboration process results in a smooth Tequila with citric flavors. Tequila Avión is produced in  Jalisco, Mexico from the Agave grown in the highest elevations. Tequila Avión has won multiple awards in 2011 and 2012 San Francisco World Spirits Competition. Del Maguey Single Village Mezcal was founded in 1995 by internationally renowned artist and mezcal visionary, Ron Cooper. Ron introduced the world to previously unavailable artisanal mezcal produced the original handcrafted way.