CHALLENGE

21Seeds needed to stand out in a crowded, increasingly noisy flavored tequila category. While other competitors leaned on vague, gimmicky flavor claims like spicy this and hints of that — 21Seeds had something more substantive to say: real fruit juice, real ingredients, real flavor. The challenge was making that authenticity feel bold and unmissable, not just a footnote on the label.

AGENCY: GALE

Client: 21SEEDS / Diageo USA

Role: ACD / AD Concept development, CREATIVE DIRECTION & DESIGN

Team: JULIANA Ardila ACD / AD, LIZZY LEHN PRODUCER, Travis Rathbone DIRECTOR, JOSH braithwaite MANAGING DIRECTOR / CREATIVE

SOLUTION

We built a new visual identity and campaign, "Flavor, For Real," that put the bottle and its real ingredients front and center across digital and social. Vibrant, visceral imagery brought the brand's three infused flavors — Cucumber Jalapeño, Grapefruit Hibiscus, and Valencia Orange — to life, while simple recipe content (like a 4-ingredient spicy margarita) reinforced how effortless 21Seeds is to mix. The campaign rolled out across Instagram, Facebook, Pinterest, Meta, YouTube, and in-store displays nationwide, and was paired with a retail partnership with poppi for ready-to-mix Sparkling Margaritas.