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Tequila Herradura begins international campaign

Tequila Herradura of Mexico has begun a new international marketing campaign called "Luck Is Earned." Developed by Grey Canada, of Toronto, the campaign features the stories of real people with ambition, passion and soul, according to the company. The intent is to draw a parallel to the effort the company puts into the manufacture of its products. The campaign broke first in the US on Sept. 16 to coincide with Mexican Independence Day. Additional creative will roll-out in various international markets through 2017.

Other elements of the initiative will involve exposure on online video and music steaming services, digital and print ads, mobile search advertising, social media activities and special events.

"To emulate the true spirit and authenticity of Tequila Herradura, we decided to feature raw, undiscovered talent," said Joel Arbez, executive creative director at Grey Canada. "There's no acting going on here. By showcasing these journeys to excellence, the campaign proves that achieving greatness means no shortcuts."

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