A Lucire special promotion
Plenty of brands tap in to the spirit of the US cowboy, most notably the Marlboro Man. The imagery is enviable: the romantic notion of freedom, the wide open spaces, and a carefree nature that is a welcome break from the stresses of urban life.
You donât necessarily expect a Mexican tequila brand like Sauza to tap into the same spirit, since its heritage is found in the dons of MĂ©xico. Don Cenobio Sauza made tequilaâhe was the first to give it the nameâat la Perservancia in 1873. However, the US connection does date from the 19th century when Don Cenobio exported the drink north of the border. For three generations, the dons were still making Sauza.
While Sauza did not originate in the United States, the brand certainly has a long connection with the country. Now owned by Suntory of Japan, which has usually preserved the national origins of each brand, Sauza has expanded from its tequila roots to a new line of sparkling margaritas.
Its latest spot is introduced by an American cowboy, targeting women who want the feeling of the great outdoors in a drink. He pledges to bring the Sauza sparkling margaritasâa drink whose fizz conveys the calming, refreshing sense of a countryside river.
Itâs a subtle sell with a rugged, Caucasian American maleâand being a southern gentleman with a ten-gallon hat is a step up from another soda brand whose delivery man takes off his shirt in front of an office block.
The website, meanwhile, has the cowboy making margaritas, but with a twist, as well as crafts, all involving Sauzaâs latest addition. You will need to sign in to YouTube to watch them, but they take you right to the heart of the campaign for that perfect, sophisticated ladiesâ night.
Post sponsored by Sauza