Dobel Art
Building a cultural brand platform
The Challenge
Maestro 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
In an evolving super premium tequila category, we wanted to create an authentic role for Dobel in the art space - allowing us to communicate our brand story and engage a highly relevant aspirational audience for the brand. We created Maestro Dobel Artpothecary - a creative, engaging, press worthy, lasting brand platform which celebrates contemporary Mexican Art and Hospitality; combining the brand’s Mexican roots with its commitment to contemporary creative innovation.
The Campaign
Maestro Dobel Artpothecary has been brought to life through a series of art focused live events, experiences and partnerships throughout North America.
We negotiated partnerships with Frieze North America (NY and LA) and Design Miami/ and created immersive live experiences built in collaboration with renowned artist and culinary partners to drive increased consumer and media exposure, while building credibility within the contemporary Art world. Since then, Maestro Dobel Artpothecary has evolved year on year through marquee partnerships, commissioning new artist experiences each year, pouring at brand-aligned events and digital content.
The Result
To date, the Maestro Dobel Artpothecary has generated visibility with 177,000+ target consumers, media & VIPs. Outside of our marquee partnerships, we have also supported 34+ brand-aligned events at these cultural moments to further brand awareness and visibility.
We have hosted more than 200 National and Regional media, influencers, and VIPs at our activations, which have resulted in 73x pieces of earned National & Regional media coverage (402,136,985 media impressions) and 350x pieces of earned social coverage (16,724,133 social impressions).