SALUD ADVERTISING STRATEGY

HQ in Vail, Colorado with one impressive

office in the Vail Cascade Resort & Spa.

“PreVail is a lion in an industry full of sheep”

“They simply do it better than

everyone else”

“Quite honestly, I’ve never seen better looking people”

Launching 48 hours ago and built out of pure passion. We

are a hand-selected team made of the brightest minds

in the nation.

Who is PreVail?

PREVAIL IS CREATIVE. PREVAIL IS AWARDED. PREVAIL IS VAIL.

Who is Salud?

BACKGROUND & CHALLENGE

TEQUILA SEES 2.3X

THE GROWTH

OF OTHER SPIRITS

4x

CASES IN

The Good News

6

The Bad News

7

8

9

TARGET

11

12

Our target audiences are unique; they stand on their own. They aren’t ultra lux & they aren’t racing to be the drunkest person at the party. But if they are, they’re unapologetic. They work hard & have a lot to celebrate. They are craving knowledge and thirsty for new experiences. We celebrate those individuals and raise a glass to the everyday things that make them unique.

¡SALUD! TO [ YOU ].

CREATIVE

SALUD TO [ the weekend ]

SALUD TO [ 5:00 ]

SALUD TO [ this moment ]

SALUD TO [ us ]

SALUD TO [ amigos ]

SALUD TO [ just doing it ]

SALUD TO [ tacos ]

SALUD TO [ ]

SALUD TO [celebrations ]

SALUD TO [ SALUD ]

¡Salud! to [the unapologetic, the bold and the confident] ¡Salud! to [the tastemakers, the craft makers and the cultivators of cocktails] ¡Salud! to [pure agave, farm to bottle and 20 years of perfecting the process] ¡Salud! to [celebrating the small wins, the big wins and every stop in between]

¡Salud! to …. [ You ].

ACTIVATION PLAN

• 3 key markets: LA, Miami, NY

• Interactive walls • Document

socially

OOH Buzz

• Social influencers • Weekly content

series amplified on Facebook, Twitter, Tumblr, Instagram

Social Amplification

• Blue Apron • 2-3 Editorial

Partnerships • Syndication

through networks

Digital Syndication

6 week launch starting in April to align with post-spring break mentality leading up to Cinco de Mayo

Salud to… __________ __________

}  Social Influencer Program – Authentic content from foodies, socialites, musicians, mixologists

}  Evergreen Content – Create a daily series of irreverent, playful content celebrating everyday moments of salud

¡Salud! to….

the perfect pair.

Blue Apron Integration

}  Curate custom content highlighting local tequila bars, cocktail recipes, how-to highlights, etc.

*Sample partners

Programmatic Buying with Custom Audience Segments

Millennial + Leverage first party

data of adults 18-24 and sites that engage with

Tech-Savvy, Social, Reality TV, etc

Geo targeted Lat and long

targeting to heavy up on key DMAs (NYC, LA, Miami)

eCommerce Purchasers

Target first party data of people who

have purchased Esquire Magazine and/or home bar

products

Drizly, FoxTrot and UrbanDaddy app

installers Target users who already have the UrbanDaddy or

Drizly app installed with a Salud CTA

OOH 15%

Digital Creative 5%

Social 30%

Digital (Direct) 20%

Digital (Programmatic)

29%

Brand Study 1%

*Sample allocation subject to change upon partner negotiations

SALUD TO [ Comfy Undies ]

SALUD TO [ Fairs ]

SALUD TO [ Digiday ]

APPENDIX

•  52% M/48% F •  largest segment: A21–29 •  audience size: 22.2MM

BROS

EDUCATION: SOME COLLEGE

I LIKE TO LIVE A LIFESTYLE THAT IMPRESSES OTHERS

I ENJOY BEING THE CENTER OF ATTENTION

AMBITION: ASPIRING TO GET AHEAD (VERY IMPORTANT)

FREEDOM: HAVING FREEDOM OF ACTION AND THOUGHT

I WEAR DESIGNER BRANDS PARTLY TO IMPRESS PEOPLE

•  45% M/55% F •  largest segment: A30–39 •  audience size: 6.3MM

PROS EDUCATION: BACHELOR’S +

I CONSIDER MYSELF SOPHISTICATED

I LIKE DOING THINGS THAT ARE NEW AND DIFFERENT

AUTHENTICITY: BEING TRUE TO MYSELF (VERY IMPORTANT)

I WOULD LIKE TO UNDERSTAND MORE ABOUT HOW THE UNIVERSE WORKS

I’D PAY MORE FOR A PRODUCT CONSISTENT WITH THE IMAGE I WANT

TO CONVEY

PEOPLE OFTEN ASK MY ADVICE WHEN IT COMES TO FOOD

Source: MRI 2015

WORK HARD, PLAY HARD A21-35

Employed College educated

Social leaders Celebrate individuality

View what they drink as part of their identity Passionate about music, sports and food

OOH 15% Digital

Creative 5%

Social 30%

Digital (Direct)

20%

Digital (Programmati

c) 29%

Brand Study 1% Media   Budget  

Creative  

OOH   $150,000  Social Influencers   $30,000  Digital Creative   $20,000  

Social  

Faceboook   $150,000  Twitter   $50,000  Tumblr   $60,000  Instagram   $50,000  

Digital  

Programmatic   $290,000  Premium Publishers   $200,000  Brand Study (Optional)   $10,000  

*Sample allocation subject to change upon partner negotiations

}  Adapt strategy based on campaign learnings (engagement rates and brand study metrics)

}  Evergreen social listening/response }  B2B marketing to bars and bartenders }  Custom in-store and on premise activations }  Video series highlighting local stories }  Large scale OOH in strategic markets