Dobel Sport
Maximizing tactical amplification
The Challenge
In 2023, Maestro Dobel Tequila massively broadened its reach in sports, activating strategic partnerships with globally renowned athletes and aligning with some of the biggest, most exciting tournaments across golf and tennis including the US Open and the PGA Tour. Articulate was tasked with amplifying these partnerships to drive brand awareness at scale and create buzz-worthy local market engagement. Dobel is a highly-rated liquid with a substantive creation story, but was lacking stand out, differentiation and brand engagement. They had started to experiment in the art space, but didn't have a clearly defined role or messaging consistency in the fast evolving North American super premium tequila market.
The Articulate Solve
We implemented strategic communication plans across key event activations to deliver impactful media and social coverage, amplified Dobel’s Maestro(a) ambassador partners through the brand’s mastery lens and helped further cement Dobel’s position as a key player in professional golf and tennis.
The Campaign
With an action-packed calendar of events and Dobel's exciting golf and tennis talent partners - Jon Rahm, Taylor Fritz, Aryna Sabalenka & Juan Martin del Potro - we amplified Maestro Dobel Tequila’s designation as the Official Tequila and pouring of the Official Tequila Cocktail at the select key events to drive maximum brand visibility through earned and paid media tactics, including the US Open, Miami Open, Western & Southern Open, Farmer's Insurance and BNP Paribas Open.
The Result - Golf
John Rahm PR Day at the US Open, included 5x media interviews with TV, podcasts, and traditional print journalists, as well as social media content capture and delivered 19 total pieces of earned media coverage, resulting in 182,662,976 impressions. We also recruited 12 earned Influencers who hosted across all golf activations, resulting in 13,894,731 social media impressions.
The Result - Tennis
We delivered 11 ambassador appearances across 4 tennis tournaments, delivering 183 total pieces of earned press coverage, resulting in 5,754,303,104 impressions; 96 National and Regional Media, Influencers, Celebrities and VIPs were hosted; and 335 pieces of earned social media coverage, resulted in 185,470,059 impressions