3, 2, 1 ... Ca-bo!
Services: Campaign Development, Messaging, KEY VISUALS, RETAIL POS, POND, CONSUMER ENGAGEMENT
Cabo Wabo® Tequila, known for its bold Mexican heritage and unapologetic American attitude, made history as the first-ever Official Tequila sponsor of NASCAR. In collaboration with TPN and Campari Group, the brand launched a dynamic, through-the-line activation that brought its spirited ethos to life through both on- and off-premise experiences, anchored by the signature cocktail, 'The Smokeshow.'
Off-Premise Activations: A national sweepstakes offered fans the chance to win tickets to the Cabo Wabo 250 at Michigan International Speedway, creating a high-impact engagement opportunity. Disruptive retail displays captured the visual power of both brands, extending the NASCAR partnership beyond the track. The campaign also included a full-scale truck wrap, experiential sampling events, and national marketplace amplification through eCommerce digital banners.
On-Premise Activations: To elevate the bar experience, a suite of branded assets were developed, including menu inserts, table tents, coasters, posters, tin cups, and apparel, immersing patrons and bartenders alike in the world of Cabo Wabo x NASCAR. A signature cocktail — appropriately called 'The Smokeshow,' — became the centerpiece, embodying Cabo Wabo’s vibrant, bold character.
Through these multifaceted activations, Cabo Wabo seamlessly integrated into the NASCAR experience, celebrating a lifestyle defined by boldness, camaraderie, and a fearless attitude.
All work developed and completed at TPN.
Creative Director: Phil Galetto
