The answer to the advertising riddle is buried deep inside the product or service.
This is not an original idea. Advertising legend, Leo Burnett, for one, was a big believer in this method.
But what does it mean to look inside the product?
Let’s say you make tequila in the highlands of Jalisco. In this case, we have the most literal translation possible. With tequila, you can literally look inside the bottle to discover the product’s magical qualities. You can identify the organic agave, locate the place where it’s grown, showcase the people who grow it and harvest it and turn it into tequila, and you can delve into the history of the area.
By so doing, a fuller picture is revealed. Now, the tequila you brought home from the liquor store isn’t just a mixer for your margaritas, it’s a pure spirit with integrity and charm from ancient, fertile soils.
Place-based narratives make Tequila Cazadores from Arandas, Jalisco a spirit brand with a strong identity and presence. This perfectly matches what’s in the bottle—premium tequila, but with a humble price tag befitting the hardworking people of Los Altos de Jalisco (Jaliscan Highlands).
Organically grown agave for tequila is produced in the village of Agua Negra, about 16 miles from Arandas. Un dia pronto, I hope to visit the area and the places where Tequila Cazadores is made and enjoyed. And you?