Military Liquors - Distillery Artisan, Hotel Tango, and AOR, its independent agency Young & Laramore, recently announced the launch of a new campaign, which the team is using to both introduce and raise awareness of the brand's second coming.
Hotel Tango's modern interiors are designed with founder Travis Barnes' Marine history in mind. A lifestyle that requires rigor, precision and uncompromising commitment inspired the agency to create a similar packaging design for the distillery's bottles. The agency approached the campaign thinking first about consumers who prefer to enjoy a delicious drink with history rather than quench their thirst with the usual cheap drink. So Y&L did a little research and discovered two key insights: the team discovered Travis' first military connection. Unfortunately, they did not yet know how to translate this feature to higher quality spirits. The crew then used the ghosts on the shelves as a story to share with others.
Military Liquors
For the first impression, the Indianapolis-based agency focuses on building on the founder's military background to give customers a reason to strongly believe in the spirits that Hotel Tango produces. To better communicate the often cloudy experience, Hotel Tango has changed the way it talks about the military. We're not talking about Travis' veteran status, but rather the qualities of serving his country that are often overlooked: this is how the founder builds his spirit, using the discipline, standards and mindset he learned in the Marine Corps. .
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The agency expanded the idea of MRE ("Meal, Ready-to-Eat," the standard military term for rations) and came up with an interesting concept to replace creativity with different spirits, allowing alcohol lovers to enjoy the game. . packing side.
"Knowing that becoming a nationally recognized Indiana brand will require significant investment and a deep understanding of our target customer, we turned to Young & Laramore (Y&L). From the beginning, our goal was to make you feel comfortable, Travis Barnes, founder and CEO of Hotel Tango Distillery, confirmed in a press release. "In discomfort comes change and we knew it was time for Hotel Tango to change and become the brand we want to be."
"The new nuances and insight from my background really gave us a new sense of pride in this brand," continues Barnes. "It's a season of growth, and we know it will revolutionize the way people see, interact and share Hotel Tango," concludes the ex-Marine.
The campaign includes outdoor billboards, an iconic fountain billboard, digital banners, paid social and change across Indiana, as well as paid digital and social banners across Michigan, Ohio and Texas.
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"Hotel Tango quickly caught on with customers," said Tom Denari, president and chief strategy officer of Young & Laramore. "The foundation of this relationship comes from Travis - his story, his moral code, and the lessons he learned from his time as an explorer. Maritime. That's where the foundation of this new brand was born."
"We wanted to focus on a bold change in design and delivery to bring the brand into a new era," explained Bryan Judkins, Chief Creative Officer of Young & Laramore Group. "The packaging is inspired by military MRE rations, with a no-nonsense approach to labeling things that still allows us to have fun with word of mouth."
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