Naked Communications challenges Australian tequila drinkers in new campaign for el Jimador

Tequila brand el Jimador is launching a campaign to challenge the way Australians drink Mexico’s national drink.

The idea, ‘Don’t Shoot el Jimador’, was created by Naked Communications and involves a partnership with Vice Magazine and a series of urban happenings in Sydney and Melbourne over the summer.

el Jimador is working with The Projects to produce the events that will bring the authentic Mexican drinking experience to life in rather interesting ways.

Says Brown Forman marketing director, Sarah Nichols: “We are really excited to work with such great partners in Naked, The Projects and VICE to celebrate el Jimador – Mexico’s No. 1 selling tequila, here in Australia.

“The events will bring Mexican urban street culture to Australia, and give people the opportunity to try a range of different el Jimador drinks with some great dj’s thrown in. It will be kicking off today in Sydney before heading to Melbourne.”

Tim Kirby, business leadership director at Naked Communications said: “We are really excited to be working with el Jimador. It’s a great product with a great story, and is perfectly placed to show Australians that there is a lot more to tequila culture than slamming shots, as we will show through the campaign.

“Rather than just doing a series of ads, we thought that providing the opportunity for people to experience the product for themselves made a lot more sense.”