LYRE’S
Launching Lyre’s non-alcoholic Tequila
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Lyre’s: Owning Cinco de Mayo with the launch of Agave Blanco Spirit
Lyre’s non-alcoholic tequila, Agave Blanco Spirit, deserved to be launched with a bang! We challenged ourselves to create a campaign that made Lyre’s non alcoholic Margarita the most sought-after non-alcoholic serve of Cinco de Mayo 2022, driving sales, as well as footfall into the bars, pubs and restaurants nationwide.
We know with Lyre’s when people taste the liquids, they just can’t believe how great they taste and how much like their alcoholic counterpart they are. And the burn in this tequila was something that just had to be celebrated. So, to get liquid on lips, we decided to bring Cinco de Mayo and a traditional Mexican street party to the masses with a four city experiential campaign.
And whilst experiential served one purpose, the key challenge was generating media coverage and influencer conversation, not always an easy task when it’s aligned to an experiential. We layered the campaign with PRable elements that we knew would get media, influencers and consumers talking - both on and offline. We kicked off the tour in London with a show stopping launch party featuring a live set from sober dance legend DJ Fat Tony.
This was the media hook we needed to get tongues wagging and media writing about our event. On the night, our team got the party rocking, handing out free Lyre’s non-alcoholic margaritas and encouraging fans to hang back to enjoy the Cinco de Mayo celebrations.
To create online buzz, in each major city we recruited influencers to come aboard the Lyre’s mobile bar and film themselves creating their very own twist on the Lyre’s Margarita. We recruited the likes of Portia Freeman, Jenna Fifi and DJ Paulette, who all created incredible, imaginative cocktail content that their fans could replicate at home. This culminated in an epic closing set from the legendary Hacienda DJ Paulette in Manchester.
To ensure Lyre’s Agave Blanco was featured in product roundups for Cinco de Mayo, we created a jaw-dropping mailer, featuring everything needed to get the Cinco de Mayo fiesta rocking at home. From traditional Mexican style bunting and maracas to a bespoke Piñata and of course, all the ingredients to make Lyre’s signature serve. The mailers went down a storm with media, influencers and key trade accounts and we also took the Lyre’s truck to media houses including Conde Nast, Bauer and Vogue House.
The results were incredible! We sampled over 13,000 Lyre’s Margarita’s, generated 30 pieces of traditional media coverage in titles including Daily Mirror, Daily Express, Evening Standard and Hoxton Radio. Earned media coverage reached over 20 million people and a further 200 UGC posts were shared on social media. Lyre’s exceeded their sales target and key on-trade accounts reported increased footfall in the week following the events.
Ole Ole!!!!
13k+
Lyre’s Margaritas sampled
in 4 cities
30
pieces of traditional media
coverage – incl Daily Mirror, Daily Express, Evening Standard
200
UGC posts shared on
social media
