Tequila Rose Captivates New Generation of Superfans with Ibiza Rocks Partnership

Tequila Rose's 2023 partnership with Ibiza Rocks was aimed to captivate a new generation of spicy superfans and deepen loyalty among existing enthusiasts. The 360-degree brand experience strategically incorporated out-of-home activations, customer partnerships, in-bar promotions, an on-pack competition and a plethora of PR moments, all serving to extend Tequila Rose's presence in consumers' lives.

The campaign focused on three key pillars: 

• Luxury: Creating aspirational moments
• Fun: Celebrating fun with friends and building social currency through storytelling
• Pink Indulgence: Positioning Tequila Rose as the pink shot that creates unforgettable nights

Tequila Rose is the original strawberry cream liqueur. Combining tequila with strawberry cream was a bold innovation, the first drink of its kind to pair cream with anything other than Irish whiskey. Exotic. Unexpected. Delicious. Over twenty years later, Tequila Rose remains the world’s best-selling strawberry cream liqueur and was the inspiration that paved the way for the unique cream liqueurs that have followed.

With a brand goal of creating an explosion of new consumers at key ownable moments, Tequila Rose wanted to entice a new generation of spicy superfans (18-25) through pink-infused, authentic experiences. Simultaneously, They needed to deepen loyalty among existing 'every night is a party' enthusiasts (18-40) with exciting services and strategically rooted brand partnerships. 

The flagship event at Menagerie Restaurant & Bar was hosted by RuPaul’s Drag Race UK star, River Medway and catered by bartenders sporting Tequila Rose x Ibiza Rocks-branded bejewelled hats and fringed jackets. 

The night featured fire breathers, choreographed dancers, aerial acrobats, and an Ibiza Rocks-inspired DJ. The unique shot-filled bingo experience added to the excitement, offering attendees the chance to win golden tickets to Ibiza Rocks the following week, fostering engagement with the Tequila Rose brand.

Summer 2023

At the flagship event, attendees enjoyed 273 cocktails and over 25 litres of perfectly chilled Tequila Rose shots. The campaign's organic influencer social media coverage reached an impressive 15 million accounts, with 256 insertions across stories, reels, carousels, and grid posts. An additional seven million accounts were reached through paid amplification on social platforms.

In the on-trade, 66,500 promotional drink hangers were distributed across 133 venues, accompanied by one Point of Sale (POS) kit per venue. Notable engagement was seen with an impressive 2.01% entry rate and 54 staff brief views at The Adventure Bar Group venues, and a 2.33% entry rate with 305 staff brief views at O’Neill’s venues. The campaign resulted in a total of 1,363 entries, maintaining an average weekly entry rate of 170, with the highest entry week at 659 entries.

In the off-trade segment, the nine-week campaign achieved outstanding results, receiving 6,177 entries with a weekly average of 617. The distribution of 90,000 on-pack neck collars nationwide contributed to a remarkable 6.86% entry rate, surpassing the industry average of 2-3%. The highest entry week recorded an impressive 1,161 entries.