Cabo Diablo - Branding & Social Media
Launching a new coffee flavored tequila, from the ground-up.
With flavored liqueurs gaining momentum amongst younger crowds, it made sense for the mother brand of Cabo Wabo to create this new devilish blend of smooth coffee with the bite of tequila. Targeted at males, ages 21-25, it was our challenge to come up with the overall brand image, story and engagement strategy.
Concept
The winning concept: “Diablo Made Me Do It.” The message: “No matter what mischief you get into tonight, you’ll have the best excuse in the book. So go ahead, give into temptation and embrace the night’s adventures.” This concept is heavily tied to the hashtag: #DiabloMadeMeDoIt – encouraging digital participation and sharing.
Digital
After launch, we grew our page from zero to over 10,000 fans in two months. In fact, one of our promoted posts became so popular, it was listed on the top 10 “Most Engaging Facebook Posts” by Unmetric.
Experiential
We co-hosted three Halloween parties in our key launch markets. It was dubbed “Diablo’s Lounge” – where consumers could meet a Diablo character, sit in his throne, share a shot and be surrounded by Diablo’s "temptresses."
My Specific Contributions:
Co-developed the original “Diablo Made Me Do It” concept
Created the “Diablo’s Lounge” sampling program
Led the social media strategy, oversaw content creation and execution
Co-developed retail pieces, including teaser and reveal
Wrote all copy for concept decks, retail and experiential elements
Project Gallery
