How do you launch a brand new premium tequila brand from the ground up without being labeled as just another celebrity tequila brand in an already saturated category?
You show the passion and the creds.
Gran Coramino Tequila is a labor of love and hard work from co-founders Kevin Hart, famously known as “The Hardest Working Man in Entertainment” and 11th generation tequila maker, Juan D. Beckmann. Both masters of their craft and known for their innovation and hard work, they created a tequila brand from scratch with these shared values.
Proximo and Global Brand Equities choose Battery as their lead creative partner to develop a distinct brand platform, storytelling, and design. What resulted was a platform line “Hard Work Tastes Different” that rolled off the tongue of Kevin Hart as naturally as if he manifested it himself.
The brand’s storytelling and art direction of hard work and grit tonally was a different approach. It was a departure from Kevin comedic roots and arrival into Kevin’s dimensionalized personal brand of hard work, hustle, and innovation.
With extremely positive social sentiment for the brand (70%), and over 22 million social engagements, early response had been positive from both trade and consumers.