If you make a product that, if abused, can make people act crazy, lose their memory, throw up and/or pass out, are those traits you want to actively promote? I guess the folks who market Partida Tequila think so.
MediaPost had a story today about an introductory campaign for the tequila brand, involving man (and woman) on the street interviews they call "Tequila Confessions." Some are funny, but many of the confessions involve tequila causing stupid behavior, bodily injuries, and puking. One experience resulted in the woman getting pregnant. Well, those sound like good reasons to drink your brand of tequila, don't they?
As MediaPost writer Amy Corr says, the connections the consumers talk about with tequila are usually not positive.
In her article titled "Tequila confessions not always good for the brand," Corr writes "most 'confessors'
have steered clear of tequila since their unpleasant experiences.
Why focus on negative connotations to sell your product? Yes, the brand
advertises itself as premium tequila, but will one taste test from
former tequila drinkers reform them? I doubt it -- especially after
watching the reactions of a few
of the female taste tasters. "Smooth" seems to be the preferred word to
describe the taste, but many ladies (in the videos) don't finish their
entire sample, and their looks after taking a slug tells me that the
tequila is not for the weak."
The videos are an attempt at viral marketing. Someone had a brainstorm and said let's go viral with tequila horror stories that'll get sent around the net. I don't
know how many views they've had, but in this case, the marketer might
be better off with fewer views than more.
See for yourself.