An Underdog Disrupts the Tequila Boom

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Problem

Lunazul, a mid-tier 100% blue agave tequila, was struggling for recognition in a market dominated by the flashy, celebrity-backed brands amid tequila’s rapid rise in popularity.

Behavioral Insight

Behavioral science tells us that the “Van Restorff Effect”—the tendency to notice and remember distinctive stimuli—plays a key role in breaking through clutter of a category. In an oversaturated tequila market, Lunazul needed to drive distinctiveness to grow awareness and capture attention.

Solution

To break through, we didn’t make Lunazul louder—we made it unmistakable. We repositioned the brand as “premium without pretense,” honoring its authentic Mexican roots, commitment to 100% agave, and additive-free production. These truths became the foundation for a brand identity that was grounded, confident, and refreshingly distinct.

We activated the Von Restorff Effect by emphasizing what no one else in the category could claim—craftsmanship without ego. The moon, already part of Lunazul’s name and story, was elevated into a signature brand asset. From moon-glow lighting in photography to a refreshed tone of voice, the entire identity system was designed to show up differently—and be remembered.

The campaign tagline, “Look to Luna,” acted as both a rallying cry and a behavioral cue. It tapped into existing consumer behavior (some already affectionately called it “Luna”) while creating a moment of recognition in the sky and on the shelf. It transformed a quiet brand into one with presence, purpose, and personality.

outcome

Lunazul gained runaway traction, with search volume up 95% and share of search rising 17—both leading indicators of brand demand. This fueled an increase in sales that far outpaced competitor growth in the category.