Sauza Pulls a Leaf from the Old Spice Video Playbook

Posted on by Brian Quinton

In the same absurdist vein as the Old Spice Guy, Sauza Blue Silver 100% Agave Tequila has put a video up on YouTube that’s meant to appeal to women while making both genders laugh—and to sell some premium product in the bargain.

The 2-minute video, “Make It with a Fireman”, offers up a beefy actor/firefighter who pulls a fluffy white kitten form under his jacket (which he rescued, he reports, “by giving it CPR”), then proceeds to strip off his gear and demonstrate how to make the perfect margarita using Sauza Tequila. Viewers are then instructed both in the video and in the accompanying copy to go to SauzaMargaritas.com for the actual recipe.

They can also enter to win a spa getaway, share the video over Facebook, Twitter or Pinterest, and  unlock a coupon for $3 off the product by liking the Sauza Facebook profile.

And like it they do. According to YouTube the video went up two weeks ago on April 16 and has so far received more than 776,000 views and more than 1,400 likes.

The video’s copy is geared to be a blatant,over-the-top pitch to women, but to be funny enough for men to enjoy and share too. “That’s what I’m trained for,” the fire stud says after mixing up his pitcher. “Whether it’s to help her choose leggings or pants…telling her leggings arepants…or discussing leggings and jeggings versus pant-peggings at her next ladies’ night in, I’ll come to the rescue.”

Shades of “What’s in my hand? It’s an oyster, with two tickets to that thing you love.”

The Sauza buzz attack apparently works to activate interest and sell tequila– despite a few glitches. Writes GreenPixie 1013 in a YouTube comment: “Went to three liquor stores yesterday and could not find this tequila. But I refuse to give up. I will find it! btw—get this commercial on tv!”

As smart as it was in creating the video in the first place, Sauza has been just as savvy in monitoring the response and addressing just such practical issues. The company immediately informed GreenPixie 1013 that its new web site includes a product locator. Presumably his/her quest is at an end.

And does the video exert the requisite appeal to the ladies? Another YouTube commenter writes simply, "I think I'm pregnant." 

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