Men's Lifestyle

Luck Is Earned – Tequila Herradura Sets a New Aspiration & Showcases Video Campaign

Luxury brand Tequila Herradura announced that it worked together with Agency of Record GREY Canada to develop and produce their new marketing campaign (“Luck Is Earned”), which serves to highlight the 145-year commitment that Herradura accomplishes through their dedication to craft and determination in achieving excellence.


“We’re excited to launch a global marketing campaign that illustrates Tequila Herradura’s history, heritage and tequila leadership,” said John Tichenor, VP Global Brand Director, Tequila Herradura. “The ‘Luck Is Earned’ campaign not only reinforces the brand’s courageous legacy, but pays tribute to our consumers’ real stories of conviction and eminence.”

The campaign will roll out in various formats throughout 2016 and 2017, including:

  • Video and music steaming services including Hulu
  • Digital and Print with New York Times T Magazine, Gilt, Time Out
  • Mobile search services such as Foursquare
  • Social Media Engagement through Facebook, Twitter and Instagram
  • Local events across the U.S.

Two new videos accompany the campaign and demonstrate how Herradura is crafted with a balance of respect for traditional processes with industry-leading innovation at the last true tequila-producing hacienda on the planet, a true piece of Mexico’s cultural fabric, and focuses on real stories of eminence and conviction.

To view the first two “Luck Is Earned” campaign videos visit Anthem and No Shortcuts.