Sauza901

A collaboration between Justin Timberlake and the Father of Tequila.

Sauza 901 tequila is one of those cases: an original 1800's recipe created by the father of tequila, Don Cenobio Sauza, and then acquired and updated by Justin Timberlake 150 years or so later. To promote this unusual collaboration, we took it to the social space with a humorous campaign featuring Justin giving his spin to Don Sauza's heritage, much like he did to the tequila. Named ‘Premium, Remastered’, this effort had hundreds of content pieces aimed to position Sauza 901 as a new type of premium spirits brand – one that does not take itself too seriously - in a category dominated by traditions and superficial cliché.