Cabo Wabo Tequila
















DESCRIPTION
Cabo Wabo Tequila became the first tequila sponsor of NASCAR and wanted to celebrate with a badass experience for fans at major NASCAR races.
The Home of the Bold was born—a garage with a custom bar, photo op, and water refill stations.
In just 11 activation days, Cabo Wabo gained over one million on-site impression, over 27 million media impressions, and sold over 4,000 cocktails.
TAKEAWAY
As with most highly regulated industries, advertising for alcohol brands poses unique challenges. To make this campaign doubly challenging, we paired an alcohol brand with a racing brand, which poses practical legal issues that must be circumvented.
Leaning how to navigate the desires and constraints of various stakeholders (account, client, and legal teams) was the most valuable takeaway from this project.
By approaching the project with an understanding that much would change over the course of it, our creative was capable of making last-minute updates and working with, instead of against, the other project stakeholders to produce a memorable, badass experience for all Cabo Wabo and NASCAR fans.
CONTRIBUTORS
- Creative Director: Matt Tornetto
- Art Directors: Bridget Halliday, Katie Copeland
- Copywriters: John Berube, Madeline Houston
- Production Managers: Mandy Heumann, Jill Stelzer
- Production Artists: Amy Luna, Keith Miller
- Strategist: Chryssi Yip
- Account Executives: Maureen Chave, Lia Poin
- Project Managers: Nicole Hagemann, Katie Hogan