TRES GENERACIONES
CREATING AN INVIGORATING BRAND EDUCATION & ADVOCACY PROGRAM
The Tequila category is booming across the world – and showing no signs of stopping any time soon. A drinks category that has managed to liberate itself from its shot-culture stigma to a sophisticated sipper. Tres Generaciones, has been around for over three generations, long enough to see the dramatic consumer shifts within the category. The Wonderworks team was tasked with creating and delivering a comprehensive Brand Education and Advocacy Programme considering messaging framework, bar call, video content and educational toolkit.
Brand Education Platform | Brand Advocacy | Graphic Treatment Style | Storyboarding & Film
The Challenge
Tres Generaciones has a rich history with so many unique stories to share. However, sharing those stories with both trade and consumers in an engaging, digestible way was a challenge. We needed to create a best-in-class education and advocacy programme that could simplify these complexities and provide everyone with a consistent, single source of truth.
We understand that stories are what connect people to brands. We could see there was a huge amount of potential with Tres Generaciones – a delicious portfolio, history, heritage and a bright bold personality. These were the key elements we chose to help shape brand stories that left a lasting impression.
The Insight
Tequila is seeing tremendous growth across global markets, with the US emerging as the leading consumer, holding 85% market share. The spirit has evolved from being party-goers choice of shooter to a premium back bar staple.
Consumers have a passion to learn more about the rich history and heritage of tequila-making whilst experimenting with different variants.
This presents a key opportunity for Tres Generaciones to establish itself as a quality and premium option within the ever-evolving category.
The APPROACH
With complex narratives and inconsistent messaging across channels, we quickly recognised the importance of keeping our approach single-minded. The goal was to create straightforward brand stories and messaging that effectively translated the rich history and heritage of Tres Generaciones. Developing a highly focused strategy meant that all internal team members and stakeholders could easily digest and communicate the key brand truths and create consistency across the brand.
Developing memorable messaging & STRIKING STORY-TELLING VISUALS
Every brand needs a compelling story and intriguing brand truths. More importantly, they have to be distilled down to language for the everyday drinker. We developed clear, consistent messaging for use in any scenario, always connecting to the key storytelling pillars of people, product and place.
We connected to these pillars visually with creative treatment style coined ‘A Modern Heritage Story’ - combining vibrant lifestyle imagery of the modern Tres Generaciones drinker with rich imagery from our tequila’s storied history. Using a playful collage style, we combined this imagery with film grain and paper textures to speak to craft and the organic nature of human story-telling.
With our brand stories and messaging established, we had to tackle the bar call. While our name is a celebration of our journey, it can also be tricky to say for both internal teams and consumers to pronounce. The solution: developing a simple, playful messaging exercise to kick off meetings and education sessions with bartenders, consumers and customers.
CREATIVE COMPONENTS
Crafting Interactive Internal Sales & Marketing Tools
When brand education documents are unengaging, they tend to gather dust and never see the light of day again. We know the importance of creating brand education tools that strike a chord. With our developed look and feel and refined messaging, we created interactive and educational brand advocacy decks that covered the rich history and unique selling points of Tres Generaciones. Bright, bold and dynamic content designed to keep pages turning and share our brand story in fun and digestible ways.
Build love and excitement for the brand through captivating video
We also developed three films celebrating our people, product and place to educate both trade and consumers about Tres Generaciones. The videos, created in partnership with leading videography team, Not To Scale, were designed to educate drinkers about the craft behind our tequila and inspire them to enjoy it neat or in a cocktail, reducing the barrier to entry and driving trial.
THE WONDER
Through a highly focused, single-minded approach, we delivered a suite of educational and advocacy materials that simplified the complex stories around Tres Generaciones. By distilling the rich history and intricacies of tequila-making into clear, concise communications, we empowered the Suntory teams to advocate for the brand with confidence. The combination of messaging frameworks, interactive toolkits and engaging video content provided a comprehensive solution that aligned the sales, trade and marketing teams around one consistent source of truth.
Ready to elevate your drinks brands’ education and advocacy?
Get in touch with us today to find out how we can help create compelling stories and tools that leave a lasting impression.