NEW YORK: Bacardi USA has hired Corbin & Associates as its AOR for Cazadores Tequila. The agency, also AOR for Bacardi Rums, was chosen as part of an informal review process for a year-long contract.
“It's a relatively young brand in the US compared to the overall category,” said Sean-Patrick M. Hillman, EVP at Corbin & Associates. “The brand itself had not had a lot of PR behind it.”
He explained that Cazadores, which had handled PR in-house, aims to generate awareness through short-term efforts, such as a sponsorship of the Ultimate Fighting Championship (UFC) this month, and media outreach to long-lead publications during “power periods” like the holiday seasons. The agency will also focus on long-term efforts to educate the media about the overall category and brand heritage.
Currently, the agency is working on an effort called “Spice Up the Holidays,” including a July dinner, tequila tasting, and media tour with chef Roberto Santibañez, culinary director of Maria Maria. The agency will target outreach to restaurant owners and trade and consumer press.
*Correction: The story previously reported that Corbin & Associates handles PR for various Bacardi Rums projects. The agency is, in fact, the AOR for Bacardi Rums.