Lobos founder Diego Osorio was inspired by a 300-year-old family legacy of exporting tequila aged in sherry casks from Mexico to Spain.
With an impressive cap table and friends like Drake and Meek Mill supporting, Lobos 1707 is a premium product with formidable cultural credentials. But there are far too many tequila brands out there—especially ones backed by celebrity investors. Lobos is different—and they have the receipts, including competition Gold Medals for their renowned Reposado. Kingsland evolved the brand toward distinction, focused on functional product UVPs and a captivating brand narrative to gain cultural traction.
Starting with messaging and positioning, Kingsland worked with Lobos 1707 to redefine their go-to-market strategy and open up their brand world. Together, we landed on “Best in Class” as a brand lens, supporting our emotional-led “All for the Pack” messaging and focusing on the product. Our Pack is best in class. Our liquid is best in class. Let’s own it. As Creative AOR for Lobos 1707, Kingsland has worked on multiple OOH and content campaigns, a visual brand identity refresh, influencer and partnership programs, and more.
About that cap table… Our most ambitious creative campaign involved a whirlwind one-day shoot in Los Angeles, capturing a meeting of all the Alphas in the Lobos Pack. Kingsland conceived, scripted, and produced a series of brand videos plus product and lifestyle imagery, featuring Lobos 1707 investors including NBA stars LeBron James, Anthony Davis, Draymond Green, Fred VanVleet, and Zach LaVine; celebrity backers like actress Issa Rae and Olympic skier Lindsey Vonn; and more.
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