To establish Mi CAMPO as a must-know tequila at an accessible price point, we developed an experience-led PR launch moment designed to cut through an oversaturated market. Rather than competing on spend, we focused on cultural positioning—creating a platform rooted in discovery, access, and authenticity.

In partnership with Universal Music Canada’s Developing Artist team, we created a money-can’t-buy launch moment: a Mi CAMPO Tequila listening party hosted inside The Academy, Universal Music’s iconic studio space typically reserved for artists and industry insiders.

By bringing together local influencers, creatives, and cultural connectors, the experience positioned Mi CAMPO as a brand that champions emerging talent and cultural discovery. The result was a differentiated launch that connected Mi CAMPO to music and culture in a credible, ownable way—setting the foundation for future campaigns that continue to support and spotlight up-and-coming artists.