Casamigos;
Brought to you by Those Who Drink it

Art & Creative Direction, Creative Concept, Advertising & Marketing

The Situation —

Just one year prior to the purchase of Casamigos Tequila by Diageo, Rande Gerber tapped in Americano to help communicate the quality of Casamigos through advertising and marketing.

Casamigos was only in stock at a few notable places, mainly still a friends and family brand. While George Clooney was tied to the brand as the face, Rande wanted to differentiate Casamigos from other celebrity-owned liquor brands.

The Solution —

Americano created the concept around their advertising campaign using the Americano motto of “strongest, not the loudest.”

Noting that Casamigos had won many awards prior to this campaign and George Clooney always has a smooth yet strong style, the concept communicated the quality without saying a word.