Brown-Forman taps Draftfcb for Casa Herradura tequilas

Share this article:

Liquor marketer Brown-Forman Corp. has picked Draftfcb as its agency of record for its recently purchased Casa Herradura tequila brands.

The Chicago agency is tasked with creating broad consumer communication programs to promote Casa Herradura brands including Herradura and el Jimador Tequila in the United States, other overseas markets and in its Mexican home base. Billings were not disclosed.

Brown-Forman previously worked with Draftfcb predecessor Draft in the U.S. for the past 25 years. The assignment was expanded to international marketing after a pitch from Draftfcb's Chicago and Mexico City offices.

Draftfcb will use television, print, outdoor, retail and promotional experiential programs for a campaign that breaks later this year.

Brown-Forman produces brands including Jack Daniel's, Southern Comfort, Finlandia Vodka and Canadian Mist. Casa Herradura was added in January.

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

John Wanamaker Is Dead, Long Live the CMO

John Wanamaker Is Dead, Long Live the CMO

A century-old motto isn't—and shouldn't be—relevant today. CMOs need to get with the times and put their customer knowledge to good use.

Unleashing the True Power of the Customer

Unleashing the True Power of the Customer

Retailers who harness customer loyalty program data can create a customer-centric competitive advantage.

News Byte: Gartner Retail Expert Joins eCommera as CMO

News Byte: Gartner Retail Expert Joins eCommera as ...

Kevin Sterneckert brings a wealth of knowledge and experience to eCommera.