Lunazul Tequila
“Look to Luna” Campaign
Tequila was exploding in growth, with a slew of flashy, celebrity-backed brands capturing the attention and interest of fans. Meanwhile, in spite of its quality and affordability, Lunazul Tequila was struggling to gain traction.
To draw in its target audience of “Bougie on a Budget” Millennials (A30-49), the brand needed a new creative campaign and commercial spot. I led concept and script development and oversaw production.01
Drive distinctiveness
& capture attention
02
Premiumize
the product
03
Convert awareness
to case sales
Results
41% increase in case volume, making Lunazul the 2nd-fastest growing spirits brand in the US (among spirits with over 1M cases) in 2024
95% increase in search volume
Brand spot performance ranked in the top 2% of all spirits campaigns
A rallying cry and behavioral cue for savvy tequila drinkers who can see past the flash & excess permeating the category. Instead, the campaign repositioned the brand as “premium without pretense,” focusing on enduring pride for what’s inside the bottle: 100% blue weber agave and 250 years of authentic Mexican heritage, handcrafted from harvest to labeling.
Because those who know, “Look to Luna”—in the sky and on the shelf.
“Luna" is both affectionate shorthand for the brand name and reinforces the crescent moon on the bottle. We elevated it to a distinctive brand asset, and made its presence felt throughout the creative with soft shadows and moon-glow lighting in photography.
Credits
Agency: Method1
Client: Lunazul Tequila
Photography/Videography: Rob Lawson
Production Partner: Gin & Burger