Client Takes Cocktails To Next Level

From Crain’s Chicago Business newly released “40 Under 40”:
Nicole Ertas, senior brand manager, joined Jim Beam Brands Worldwide Inc. in May 2002 and launched tequila into the cocktail age. She renamed little-known El Tesoro Silver tequila as El Tesoro Platinum, marketed it as a mixable liquor and watched proudly as it appeared as a product placement in two episodes of HBO’s series “Sex and the City.” Now, El Tesoro Platinum martinis are on bar menus across the country.
Ms. Ertas “looked at spirits in a whole new way. She said, ‘What are we missing?’ We were missing the whole cocktail trend,” says Kathleen DiBenedetto, director of sales and marketing integration for Jim Beam Brands and Ms. Ertas’ boss during the El Tesoro transformation. “She’s a maverick in her thinking.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.