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Most of us have face-reddening, make-me-want-to-puke-even-though-I’m-not-hung-over-anymore horror stories about something stupid we did while drunk. Question is, do you really want to share that story with the world? And what does a tequila brand gain from associating those stories with its product?
A new campaign from Partida Tequila asks people to confess their worst tequila-induced moments:
“Love Tequila? Hate Tequila? Do you have an interesting, funny or horrible experience with cheap Tequilas? Share your story with us, and when we come to your hometown, we may film you live sharing your tequila confession. Everyone who enters will receive an official Partida Tequila Spirit Bird Necklace.”
Woo hoo! A free Spirit Bird necklace for sharing my most embarrassing moments. You can’t even upload your own videos. You have to submit a written version of your story, and if you’re, uh, lucky, the Partida team will film you telling your story. Kind of defeats the purpose of user-generated content.
The videos currently on the site aren’t even funny. One guy blames tequila for his bastard child in Chicago. A woman tells so getting so wasted off tequila that the whole room spun before she passed out for three hours. Another woman hosted a “Bare as you Dare” party where people had to take tequila body shots off each other to get in the door.
Then there’s the “Bartender Confessions.” One bartender tells us about a woman who passed out at the bar. After searching her cell phone and unsuccessfully calling some of the drunk woman’s friends, they put her out on the street where she woke up and walked away with some random people. “I’m sure she’s fine,” the bartender reassures the camera. Um, ever heard of calling a cab? And isn’t it your job as a bartender to cut someone off if they’ve had too much?
It struck me as odd that Partida would want to associate these stories with its product – even if the people had been drinking “cheap” tequila on those nights. Tequila is tequila. Even if it’s a more expensive product, too much is too much.
Also, who is Partida trying to reach with this campaign? It bills itself as an upscale, elegant tequila, “The True Spirit of Tequila.” Why, then, is it associating itself with the least classy aspects of drinking?
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But wow, they're really asking for it. If Partida was a bigger brand, or if this campaign actually takes off, they're playing with fire. MADD and other "teetotalitarianists" will be on them like crazy. Of course, that might just be what they're hoping to accomplish.