The Ask

Licor 43, a venerable Spanish liqueur beloved in Latin America, called on FPO to expand its reach into the hearts of U.S. millennials, while also retaining its core Latino fans. The brand requested support for individual beverage sales in restaurants/bars and in liquor store sales for foodies and hipsters.

The Connector

Research drove us to tap the adventure-seeking "foodie" millennials who are thirsty for new, exciting, international dining experiences. The focus of the campaign became the Carajillo 43, a popular coffee drink featuring Licor 43, riding America's upward-trending interest in spiked coffee.

The Work

FPO's branding campaign positions Licor 43 as the ideal accompaniment for grand meal occasions. The outdoor campaign plays off trending, and often hard to pronounce, culinary terms to position the Carajillo 43 as the ideal accompaniment as after an dinner drink or just to sit back and chill with friends. For in-store promotion, the campaign focuses on how easy it is to create the Carajillo 43 at home.

Today, Licor 43 is one of the fastest-growing premium spirits in the United States, enjoying more than a 100 percent increase in sales year over year.