AUSTIN, Texas (July 24, 2020)—Iconic Texas, an Austin-based brand design, strategy and communications company, announced today the launch of a new integrated creative campaign, “You Are What You Drink,” for Austin-based Dulce Vida Tequila (Dulce Vida), one of the fastest-growing tequila brands in the U.S.
The campaign introduced Dulce Vida’s new battle cry, “Tequila, Pure & Simple.” Dulce Vida Blanco Tequila, made with 100 percent pure blue agave, is an all-natural, 64-calorie, zero-carb tequila that health-conscious spirit drinkers crave. Dulce Vida flavored tequilas—lime, grapefruit, and pineapple jalapeño—are made with real fruit and contain 66 calories and only 2.4 carbs.
“Dulce Vida is one of the most distinctive tequila brands in what’s become a crowded spirits category,” said Rick Rabe, founder and president of Iconic Texas. “Naturally, we set out to match that with a one-of-a-kind creative campaign that showcases Dulce Vida’s independence, accessibility and appeal to health-conscious consumers who want the best of both worlds: exceptional taste without the calories or carbs.”
The campaign juxtaposes bold colors and stunning black-and-white photography, and features active men and women in their element, training in soccer, basketball, baseball, boxing and yoga. The imagery and aesthetic are grounded in smart, friendly typography, large product shots and physical activities that evoke Dulce Vida’s health-conscious message.
“Dulce Vida’s new battle cry, ‘Tequila, Pure & Simple,’ represents the best of what the brand has to offer: a clean, refreshing and flavorful spirit,” said Tim McClure, CEO of Iconic Texas and co-founder of legendary advertising firm GSD&M. “Dulce Vida Tequila cocktails are easy to make. Simply add club soda and a squeeze of lime.”
The new campaign targets 10 major U.S. markets, with a particular focus in Texas and California, and adds fuel to Dulce Vida’s rapid rise in the spirits industry. Recent Nielsen trends show the tequila category expanding more than 50 percent, while Dulce Vida has experienced growth as high as 200 percent in major tequila markets.
“‘You Are What You Drink’ is the perfect campaign to carry the Dulce Vida brand through the summer and beyond,” said Eric Dopkins, CEO of Dulce Vida. “Consumers are more health-conscious than ever before and are closely monitoring what they put into their bodies, spirits included. We take our customers’ active, healthy lifestyles to heart and are excited to align our brand with the minds and attitudes of our audience.”
This is Dulce Vida’s first partnership with Iconic Texas. For more information on Iconic Texas, visit www.iconictexas.com. For more information on Dulce Vida, visit www.dulcevidaspirits.com.
About Iconic Texas
Iconic Texas is an independent Austin, Texas-based company that promotes local and global brands whose success in Texas is mission-critical. GSD&M Advertising co-founder Tim McClure has joined forces with Rick Rabe, founder of the Iconic Collective, to launch Iconic Texas, marshaling their collective talents to promote iconic Texas brands.
About Milestone Brands, LL
Milestone Brands LLC, premium spirits company based in Austin, Texas, was founded in February 2016 by two local entrepreneurs and veterans of the beverage and spirits industry, Eric Dopkins, former CEO of Deep Eddy Vodka and Chad Auler, creator of Savvy Vodka and co-founder of Deep Eddy Vodka. The brand includes Dulce Vida Spirits, the parent company of the world's only 100 proof, USDA certified organic tequila, in its portfolio as its first acquisition. Milestone Brands LLC is a national spirits supplier and acquirer, innovator and marketer of alcohol beverage brands.
