"Uncover The Secret"

Our Objectives

Increase year on year volume sales of Montezuma Tequila by at least 14% through existing on-trade accounts and gain listings in two new national accounts. Establish a recognisable brand identity for Montezuma Tequila.

Our Strategy

In key accounts, customers became "living gamecards" as staff stamped a secret Aztec symbol in invisible ink on their hands . to be revealed by an ultra violet light at the bar where discounted Montezuma Tequila was available. In smaller outlets, Montezuma received a gamecard with symbols printed in invisible ink. Prizes such as T-shirts and temporary tattoos were won by revealing the hidden symbols.

All outlets were provided with point of sale materials including posters, four sided tent cards shaped like Aztec temples and Montezuma Tequila face masks.

The Results

Montezuma Tequila sales increased by an average of 49.7% in existing accounts during the promotion and four new national accounts agreed to stock Montezuma Tequila. Licensee questionnaires reported that this positive brand interested was maintained as a result of continued interest in the masks and other generic point of sale materials.