400 CONEJOS FESTIVAL TOUR

400 CONJEOS

THE

SCOPE

Mezcal as a spirit category has always lacked the mainstream appeal and approachability of tequila. With limited brand awareness in the US, 400 Conejos sought a program that would help democratize Mezcal for the next generation of agave drinkers.

400 CONEJOS

Recruiting the Next Generation of Agave Drinkers in the US

400 CONEJOS

Despite tremendous growth recently, Mezcal remains a new experience for many fans of agave spirits. As the #1 selling Mezcal in Mexico, 400 Conejos sought to introduce and democratize the premium Mezcal experience for the next generation of Agave drinkers in the U.S. To that end, POPLIFE developed an immersive Brand experience that played off the brand’s Rabbit iconography and Mesoamerican lore to draw in target consumers and educate them on the brand and category once we had their attention.

The

Strategy

POPLIFE developed an immersive Brand experience that played off the brand’s fun Rabbit iconography and Mesoamerican lore to draw target consumers in, while tasting and educating them on the brand story

Our

Solution

POPLIFE developed an ownable brand experience and recommended a festival strategy, where consumers are open to discovering/trying new brands. We connected with them in an energetic environment, focusing on Tier 2 indie festivals with a passionate following and sent attendees down our own whimsical Rabbit Hole to discover the brand and taste delicious cocktails, while complimeting the festival vibe.