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Tequila Herradura Ultra breaks new campaign

Alcohol brand Tequila Herradura Ultra has begun a new international campaign called "Sound of Smoothness." Developed by Grey Canada, the campaign uses a combination of audio and liquid-themed imagery to represent the smooth quality of the drink. The intent of the initiative is to promote the brand as a nightlife beverage choice. The campaign also includes a separate making-of video, Facebook activities and promotion on video and music streaming services Hulu and Spotify. The campaign will begin this week in the US and roll-out to other markets through 2016.

"Ultra is a Tequila for people who love the night life," said Joel Arbez, executive creative director at Grey Canada. "Music, rhythm, light, excitement. So what we wanted to do was bring that whole vibe together with the product itself, and cymatics was the perfect way to do it."

Tequila Herradura is produced by Casa Herradura of Mexico.

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