Challenge
The shot category fights it out in the back bar of a booze-soaked battlefield, where heavyweight brands like Jägermeister have historically splashed the cash and dominated the modern night out.
While Tequila Rose has standout appeal—a bold pink strawberry tequila shot—our budgets meant we were outshouted in an oversaturated London market, where the late-night shot crowd were already committed to their favourites.
THE Relative Advantage Approach
We found the forgotten audience outside London and tapped into a cultural current the category had missed. Using IPA Touchpoints and our proprietary Pulse tool, we leveraged ‘Hun Culture’—a celebration of the unserious, unpretentious, and unapologetic.
It matched our ‘Spicy Trendsetter’ audience perfectly, so we bottled the vibe and branded it PINK ENERGY.
We tore up the alcohol category rulebook. No formulaic TV buys. No overpriced London sponsorships. Whereas most people think about shots towards the end of a night out, we owned the early evening “getting ready” moment with Spotify and YouTube, then hit nightlife zones with targeted OOH earlier in the evening, just as the night came alive. With Spicy Trendsetters 35% more likely to live in Manchester, we literally turned the city into PINK-chester by launching the Tequila Rose Pink Gala with pink projections all across the city and a partnership with Gaydio, with a 93% reach across Manchester from 9th – 22nd September 2025.
