El Tesoro Tequila - "Hand made" - print USA


El Tesoro Tequila - "Hand made" - print USA

Did you know that El Tesoro is hand made, using the same methods they used way back in 1937? No? Well, Publicis Mid America in Dallas created this visual to inform you. Or freak you right the hell out. I get it, sure but also, that's the kind of stuff I see when I've had one tequila too many and before it goes all black so now I'm scared. Hold me.

Resposnible peeps:
Shon Rathbone - ECD, Eric Moncaleano Creative group head/AD, Shon Rathbone, copywriter, Brad Robinson, Print Producer.
Photographer: Scott Harben
Retouche: chawk Inc.

Ad type: 


Yuk. But what does it say about the tequila? Why should I care if it's made by hand? Surely there's a great brief in there that didn't rely on a rather repulsive visual metaphor for a solution?

What do you expect from a product that one of its major claims to fame is having a worm inside - which you are expected to eat???

That's mescal con gusano, not Tequila.

I know that tequila is considered a mescal ('cause it comes from the agave plant as well), and I'm pretty sure that someone somewhere brought tequila to a party (that I was at), complete with worm. Probably only one brand of Tequila, and it probably didn't catch on as much as eating the worm from your Mescal.

I think tequila is a particular type of mescal from a particular area, or made with a particular agave. Anyway, that stuff they are advertising looks good. Too classy, in fact, for such a gimmicky ad.

The worm is a marketing invention. Kinda. See the straight dope:

First let's get a few things straight. There's no worm in tequila, or at least there isn't supposed to be. Purists (hah!) say the worm belongs only in a related product, mescal. Strictly speaking, mescal is a generic term meaning any distillate of the many species of agave (or maguey) plant, tequila included. Today, however, mescal is popularly understood to mean a product bottled in the region around the city of Oaxaca. For years this stuff was basically home-brewed firewater consumed by the locals, but in 1950, Mexico City entrepreneur Jacobo Lozano Paez hit on the idea of putting a worm in each bottle as a marketing gimmick. Stroke of genius, eh? I don't get it either, but that's what separates us from the visionaries.

Well, I fell for it. Once only.

I, uh, hope they washed their hands before making that tequila.

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