Código: A Secret Worth Sharing
Preparing the ultra-premium tequila for global growth
Código 1530 is an ultra-premium tequila, discovered and developed by its founder for his own enjoyment with friends. A best-kept secret, you might say. After acquiring the brand, Pernod Ricard set out to make Código the world’s number one ultra-premium tequila, starting in Europe. We built the foundations: brand positioning, creative platform, design strategy,
messaging, TOV, brand world and a global activation toolkit. The name pays homage to ‘Los Códigos’, the time-honoured codes and customs of Jalisco. Our platform, ‘A Secret Worth Sharing’, reflects that heritage, the artisanal value in the liquid and the founder’s wish to share his secret.
Cracking the code through design
Focusing on a target consumer profile that we called the Origenals and employing our 'Missouri Maths' brand-building method, we married brand, product and consumer truths to create the brand compass. This gave clear creative direction for an inspiring design strategy and a brand world that looks distinctive and consistent across every channel and touchpoint.
Sharing the secret across markets and channels
We then executed the strategy with comprehensive brand guidelines, drinks strategy and activation toolkit, covering On Trade, Off Trade, digital channels and
trade events, with a focus on creating shared experiences.
