GREAT BRAND ACTIVATIONS DESERVE GREAT EXECUTION
WHAT CASAMIGOS' QUARTERITA TEACHES US ABOUT BRINGING CREATIVE IDEAS TO LIFE
As a drinks marketing agency, we’re always drawn to campaigns that don't just sponsor culture but contribute something new and meaningful to it.
Casamigos' recent Quarterita activation was exactly that kind of thinking.
Created around this year's World Cup, the Quarterita reimagined the margarita for football in the pub. A simple twist, but one that immediately felt more imaginative than the familiar formula of partnering with a sporting event and calling it a campaign.
Instead, Casamigos created something that genuinely expanded the occasion and built on a trending new behaviour.
That's what made it so compelling.
Not everyone settling in to watch the match nowadays wants a pint. Increasingly, drinkers are looking for something fresher, lighter or just different during a long afternoon in the pub.
The Quarterita responded to that need with a serve that felt made for the moment.
The miniature pint glass immediately rooted the drink in football culture, while the distinctive blue branding created standout behind the bar. Collaborating with Laura Jackson added credibility and personality, and the limited-edition Quarterita kits extended the idea beyond the venue itself.
A great core idea, carried out with excellent discipline. But what we saw from that point onwards served as an important reminder.
GREAT IDEAS HAVE TO SURVIVE INTO THE REAL WORLD
Across participating venues, the Quarterita experience varied noticeably. Some pubs fully committed and supported the serve, with branded frozen margarita machines, social content and strong visibility behind the bar. In others, the branded glassware and coasters had arrived, but there was little else to encourage discovery. Without menu placement or supporting mechanics, the serve went unnoticed.
Ultimately, consumers don't judge creative campaigns by the presentation deck. They judge them by what they encounter in the moment. For any drinks brand, every menu, bartender recommendation and branded touchpoint shapes how an activation is remembered.
For us, the Quarterita’s IRL execution fell short of its full potential.
AN OPPORTUNITY HIDING WITHIN THE IDEA
The concept also hinted at another opportunity.
The Quarterita already changes expectations before the first sip. From the name, to the mini pint glass, everything immediately suggests something more sessionable. In reality, it was a full-size, full-strength margarita but the visual language told a different story.
That created an interesting opportunity.
As moderation and sessionability continue to shape the drinks industry, the idea felt naturally suited to offering the option of a lower-ABV serve. A lighter Quarterita could become an easy choice between pints, giving consumers another way to enjoy the occasion.
A reminder that sometimes the best ideas still have room to grow.
The Quarterita already felt like a strong concept, but one final push could have made it even more ownable, original and powerful.
OTHER BRANDS GETTING EXECUTION RIGHT
We’re seeing more and more brands recognise that execution is every bit as important as the idea itself.
Aperol is perhaps the gold standard. For decades, the brand hasn't simply created a signature serve – it has built an entire ritual around it. From glassware and garnish, to branded parasols, terraces and their advertising campaigns – every detail reinforces the same experience. A masterclass in committing to a specific moment.
In 2025, Corona's Beach Bottle used a rounded bottle base designed to be embedded directly into the sand, turning the packaging itself into part of the beach occasion. Physically re-designed for the moment the brand wanted to own. It looked odd, but undeniably a fantastic creative idea.
In 2022, Heineken's 'The Closer' brought its brand promise of real-life connection to life by turning a bottle opener into a device that closed work apps on your computer. Rather than simply encouraging people to switch off with a beer at the end of the day, it helped them do it.
What connects all three isn't just great execution - it is commitment to a very specific occasion, ritual or behaviour. Every detail working together to make that moment feel unmistakably theirs.
For a creative drinks agency, that’s often where the biggest opportunities lie. Not just developing ideas people love, but ensuring every touchpoint from idea to execution makes it felt.
The Quarterita is a brilliant reminder of that.
Need help turning great ideas into unforgettable brand experiences? Whether you're planning your next brand activation, developing a creative strategy or looking for fresh ways to connect with drinkers, we'd love to help.
This blog was inspired by our Creative Strategist, Dom Stancombe's Weekly Rambles.