Proximo Gets Vertical
Proximo occupies a significant space in beverage brands. From legendary products like Cuervo and Bushmills, to new classics like Hangar 1 and Kraken, their portfolio is not only impressive, but tailor-made for entertainment.
With that in mind, BEN’s deep roots, experience and success in entertainment provided a solid foundation from which to build. BEN recommended a comprehensive cross- platform approach. Strategically, the plan was to secure premium integrations in all entertainment verticals, including influencers.
Music entertainment was a rich opportunity with Three Olives making an appearance in DNCE’s Kissing Strangers music video and 1800 Tequila featured in A$AP Ferg’s New Level music video. BEN further extended the brand with a custom influencer event activation at Coachella with Halsey and DNCE.
Additionally, custom digital content for Kraken Rum with influencer platform Legendary Digital Networks and bespoke influencer work with Jose Cuervo for Dia de Los Muertos significantly amplified the portfolio’s presence.
Scripted and unscripted integration included: Grace & Frankie, Marvel’s Iron Fist, XX (film), Superior Donuts, Billions, Real Housewives of Beverly Hills, The Young Pope, Crazy Ex-Girlfriend, Marvel’s Agents of SHIELD, Six, Rosewood, Sneaky Pete, The Real Housewives of Atlanta and One Day at a Time.
All-in, Proximo netted over 1.2bn impressions, showing that an integrated, vertical approach can be a wild success.
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