Cabrito is the carefree jester of the Phillips Distilling Company lineup. The underrated and affordable tequila is a brand that represents individuality at its most quirky. The unifying idea in our campaign strategy was ‘goat your own way,’ leading us to develop a concept to truly embody the greatness of not caring what others think – ‘Be the goat.’
For social, we proposed launching the campaign with several types of content – occasional hairy one-liners with ‘Be the goat’ post copy, brand-authored goat memes (obviously), and a fun spin on the how-to cooking video, complete with goat arms.
Creative Agency: Latitude
Copywriter: Lisa Hall
Art Director/Designer: Sarah Huener
CD: Sean Cooley