UnDOMESTICATE

Today, Lobos 1707 Tequila & Mezcal, the ultra-premium agave spirit brand, launched a bold new brand identity and multichannel marketing campaign titled, UnDOMESTICATE. Inspired by the symbol of the Wolf, the UnDOMESTICATE campaign and accompanying aesthetic refresh is a call to break free from conformity and rediscover the instinctual, fearless spirit that lies within us all.

The campaign, developed in partnership with creative agency Hudson Rouge, launches with a :30 spot, three :15 cutdowns and an extended teaser welcoming viewers to the Center for Human Un-Domestication – a retreat that helps individuals unleash their inner wolf and live their life unapologetically. The resort’s resident Wolf companion is joined by the enigmatic Wolf Whisperer, a guide who interprets the wolf’s wisdom and spirit, leading the audience on a journey towards joyful, unchained living. In this idyllic world, the core ingredients for human un-domestication include fresh limes, sea salt, chili, ice, and, of course, Lobos 1707 Tequila.

“The UnDOMESTICATE campaign is about tapping into our truest selves, fearlessly breaking away from the constraints of domesticated life,” said Joanna Darst, VP Consumer & Digital Marketing at Lobos 1707 Tequila & Mezcal. “We believe that there is a free spirit inside each of us seeking to be unleashed, and Lobos 1707 Tequila is inviting everyone to ‘UnDOMESTICATE’ by setting free their joyful, primal instinct for life.”

The new brand identity, created with brand experts Landor, reflects Lobos 1707’s commitment to quality and luxury with a sophisticated insignia, elegant bottle shape and bold color story. Through this refreshed aesthetic, Lobos showcases its passion for visual expression and quality production with a cohesive aesthetic that reflects the tequila’s smooth, refined taste.

“Lobos 1707 Tequila is a brand that I've believed in since day one, and I’m excited to see where this new chapter takes us,” said LeBron James, investor in Lobos 1707.

Sourced from 100% Blue Weber Agave, Lobos 1707 Tequila is finished in sherry wine casks with zero additives, coloring or dyes. Influenced by both old and new world techniques, Lobos 1707 is harvested, distilled and bottled in Jalisco, Mexico. The new campaign will run on streaming tv, digital, social, OOH & print, and in experiential pops across the US. The UnDOMESTICATE campaign positions Lobos 1707 Tequila for continued brand growth and embodies the brand’s dedication to crafting exceptional spirits. For more information, visit www.lobos1707.com and follow the brand on Instagram @lobos1707.