Working on a mega-celebrity's alcohol brand is a lot of fun but has its fair share of challenges. Awareness generally isn't one of them. Justin Timberlake's tequila brand, 901, had been trying to establish itself as a premium spirit for a few years before he came from behind-the-scenes to be the face of the brand. What we found was that the challenge lied within the product itself.
It's triple distilled, meaning it's much smoother than most tequilas. We sought to capitalize on that with a campaign entitled "Mixes Well." At the center of the campaign was an app called the 901 Mixing Room. The app featured a custom drink list curated by Justin himself, basic mixology lessons and a product locator.