Tequila Cloud - Thirsty for México

Tequila Cloud

Here is when I felt like holy sh*t! ideas can really go viral.

The brief was to create awareness of Mexico as a travel destination in Germany. The weather sucks there, so we created a cloud that replicated the three cycles of a real cloud and rained tequila.

Because of its science, it was shown in Discovery Channel as the Innovation of the Day. Broadcasted in 80 TV stations in the US, and many news papers around the world, the tequila cloud has been the idea that garnered the most PR in the agency’s and the client’s history.

The science behind the Tequila Cloud

1. Vaporization

We used ultrasonic humidifiers to vibrate tequila at a frequency that turned it into a visible mist.

2. Condensation

The mist was then pushed up into a plastic structure, where it condensed.

3. Precipitation

The liquid then rained as drops.

The cloud was tied to real-time weather data, so it rained tequila every time it rained in Berlin.

Within four days of the Tequila Cloud launch, the average Google search volume for “Mexico Travel” increased by 50% in Germany. Within two weeks, the news spread around the globe, with people demanding the cloud, and even sharing on social media their desire to book their flights to Mexico. Paid media was $60K, which generated $4.8MM in earned media and 473MM impressions.