After years of success, Avión was facing an increasingly competitive tequila market and an increasingly fickle consumer. Night After Night needed to not only update the brand’s positioning and look and feel to better speak to today’s “experience collector mindset,” but also to imagine and create an entirely new, borderless brand world for experience collectors to engage with.
Our “Depart. Elevate. Arrive.” campaign introduces a bold, new look for Avión and celebrates the brand’s heritage and passion for aviation, while targeting consumers who are adventurers in both mind and spirit. Throughout the campaign, we’re highlighting those who have forged their own paths by having a borderless mindset and a desire to experience the new and different in order to create a more vibrant life.
Known for his work as an acclaimed musician, 21 Savage is also an aspiring pilot who shares the brand’s passion for aviation and a borderless mindset. With his pilot ambitions on hold due to reasons beyond his control with his immigration status, he’s joining the brand in encouraging the embrace of this mindset literally and figuratively to enhance creativity and the quality of life through experience.
To bring the brand’s muse, the spirit of modern CDMX to life, we partnered with noted digital artist, Seher One, to create limited-edition canisters. Our new positioning and vibrant, more colorful world is inviting a host of new artists to create under Avión’s wings, increasing brand engagement, and welcoming new audiences into Avión’s orbit.