DEERFIELD, Ill., April 21, 2014 /PRNewswire/ -- Saddle up! Hot on the heels of its wildly popular predecessors, Sauza® Tequila, the world's #2 premium tequila, today unveiled its newest "Make It" campaign installment – "Make It With A Cowboy." After catching the eye of its female consumers with a flirtatious fireman in 2012 and a sultry lifeguard in 2013, the brand invites consumers to "Make It" again, but this time with a charming Cowboy, his trusty horse and a great-tasting Sauza® margarita.
"For our third installment of the Sauza® "MAKE IT" campaign, we are excited to introduce our brand fans to the Sauza® Cowboy and continue to build upon the successes of our two previous campaigns," said Gary Ross, Senior Brand Director Tequila at Beam Inc. "The integrated campaign, which includes robust digital, social and PR content, provides the perfect vehicle for us to directly interact with our consumers throughout the year." In the yearlong campaign, the Sauza® Cowboy will charm fans through a robust digital and social content series, including tongue-in-cheek YouTube tutorials, Instagram videos, Pinterest boards and more. Thanks to the Sauza® Cowboy, fans will learn how to make a range of fun, do-it-yourself crafts, including, of course, the perfect Sauza® margarita. "Make It With a Cowboy" follows the pioneering successes of its predecessors: "Make It With a Fireman," which was selected as one of YouTube's Most Watched Ads in 2012*, and last year's "Make it With a Lifeguard" campaign. The series continues to delight fans, generating nearly 18 million views combined to date. * YouTube's 2012 Ads Leaderboard, 15th Most Watched Advertising Spot on YouTube in 2012 Starring alongside the Sauza® Cowboy throughout the campaign is Sauza® Blue 100% Agave Tequila, crafted at the Sauza® Distillery, packed with floral, agave and herbal notes, and the perfect tequila for the freshest-tasting margaritas. Additionally, the campaign will feature the refreshing ready-to-serve line of Sauza® Sparkling Margaritas, which includes Original (Lime), Wild Berry, Mango Peach and the newly released Watermelon.