Sauza(R) Tequila Rescues Women With Its New "Make It" Campaign

Sauza(R) Tequila Rescues Women With Its New "Make It" Campaign 
One of the Most Watched Viral Video Campaigns of 2012* Is Back for a
Second Year With a New Twist 
DEERFIELD, IL -- (Marketwired) -- 04/15/13 --  Today, Sauza(R)
Tequila, the margarita's favorite tequila, unveils the second
iteration of its popular "Make It" campaign. The successful marketing
program broke new ground in 2012 by speaking to women the way they
want to be spoken to while delivering a visual delight -- a Fireman,
an adorable kitten and a great-tasting recipe for margaritas. This
year's campaign, "Make It With a Lifeguard," introduces women to a
new hero who's ready to rescue them from any situation, whether an ex
or just everyday stress, with a refreshing Sauza(R) margarita. 
 The 2012 viral sensation
that generated more than 10 million views and landed a spot on
YouTube's 2012 Most Watched Ads list, is back for a second year. This
year, Sauza(R) will introduce a sultry Lifeguard and a furry, golden
retriever puppy, providing women with exactly what they need -- an
empathetic ear paired with an ice cold margarita. The nine-month
campaign will include PR and retail extensions, as well as a robust
digital and social plan, a national sampling tour, customized online
and mobile content and a series of online videos featuring the
Sauza(R) Lifeguard. 
Sauza(R) Tequila pioneered the way brands speak to women with its
"Make It With a Fireman" campaign in 2012, featuring the perfect
recipe for success with female consumers. With the introduction of
its second iteration, Sauza(R) is once again proving that it knows
what women want. To view the first "Make It With a Lifeguard" video,
CELEBRITY GOSSIP" - Sauza(R) Lifeguard
 The video series will also
highlight the brand's latest innovation, Sauza(R) Sparkling
Margarita, a refreshing new way to enjoy the authentic taste of a
margarita with the unique addition of effervescent bubbles.
Revolutionizing the tequila category this spring, Sauza(R) Sparkling
Margarita uses a Sauza(R) Silver Tequila base and is available in
three delicious ready-to-serve flavors, including Original (Lime),
Wild Ber
ry and Mango Peach. 
Sauza(R) Blue Tequila, which is crafted from 100% Blue Agave that is
put into production within 48 hours of being harvested to create the
freshest, natural, crisp agave flavor, will also be spotlighted
throughout the campaign.  
* YouTube's 2012 Ads Leaderboard, 15th Most Watched Advertising Spot
on YouTube in 2012 
For the ladies looking to cool down with a delicious cocktail, our
Sauza(R) Lifeguard has you covered with the refreshing margarita
recipes below. 
Frozen Cherry Lime Sauza(R)-Rita
 1 can Sauza(R) Blue Silver 100%
Agave Tequila
 1 bottle Light Beer
 1 bottle Cherry Soda
 1 can
 3 cups Ice 
To Make:
 Pour limeade, beer and cherry soda into blender filled with
ice. Fill limeade can with Sauza(R) Blue Silver Tequila and add to
blender. Blend until smooth and enjoy. 
Sauza(R) Golden Margarita
 1 1/2 parts Sauza(R) Blue Reposado 100%
Agave Tequila
 1/2 part John Dekuyper & Sons(TM) O3 Premium Orange
 2 parts Fresh Lime Juice
 2 parts Fresh Orange Juice 
To Make:
 In a shaker filled with ice, combine lime juice, Sauza(R)
Blue Reposado Tequila, and liqueur. Shake vigorously. Strain into a
glass filled with ice and rimmed with salt (optional). Garnish
margarita with an orange wedge. 
 "This year's 'Make It' campaign turns up the heat on
the successful concept we launched in 2012, providing women with all
the needed elements to enjoy summer -- a sexy lifeguard who knows
just what to say in any situation, an adorable puppy and refreshing
Sauza(R) margaritas. Add a few girlfriends to the mix, and it's the
only recipe you'll need for an unforgettable margarita season." 
Vanessa Jenkins, Senior Director of Tequilas at Beam Inc. 
For more information on Sauza(R) Tequila and the "Make It With a
Lifeguard" campaign, visit, go to, like us on Facebook
( or follow us on Twitter @Sauza. 
About Sauza(R) Tequila
 Sauza(R) Tequila, the world's #2 premium
tequila, is the perfect complement to a ladies night, allowing any
moment to become a celebration. Each bottle of Sauza(R) Tequila, the
margarita's favorite tequila, is carefully crafted using the finest
agave from the renowned Sauza(R) distillery in Jalisco, Mexico.
Sauza(R) offers a full line of tequila including Sauza(R) Tequila
Gold, Sauza(R) Tequila Silver, Sauza(R) Blue Reposado Tequila,
Sauza(R) Blue Silver Tequila and now, Sauza(R) Sparkling Margarita. 
About Beam Inc.
 As one of the world's leading premium spirits
companies, Beam is Crafting the Spirits that Stir the World.
Consumers from all corners of the globe call for the company's
brands, including Jim Beam Bourbon, Maker's Mark Bourbon, Sauza
Tequila, Pinnacle Vodka, Canadian Club Whisky, Courvoisier Cognac,
Teacher's Scotch Whisky, Skinnygirl Cocktails, Cruzan Rum, Hornitos
Tequila, Knob Creek Bourbon, Laphroaig Scotch Whisky, Kilbeggan Irish
Whiskey, Larios Gin, Whisky DYC and DeKuyper Cordials. Beam is
focused on delivering superior performance with its unique
combination of scale with agility and a strategy of Creating Famous
Brands, Building Winning Markets and Fueling Our Growth. Beam and its
3,400 passionate associates worldwide generated 2012 sales of $2.5
billion (excluding excise taxes), volume of 38 million 9-liter
equivalent cases and some of the industry's fastest growing
innovations. Headquartered in Deerfield, Illinois, Beam is traded on
the New York Stock Exchange under the ticker symbol BEAM and is
included in the S&P 500 Index and the MSCI World Index. For more
information on Beam, its brands, and its commitment to social
responsibility, please visit and 
All trademarks are the property of their respective owners. 
drink smart
 Sauza(R) Sparkling Margarita and Sauza(R) Tequila, 9.95%
and 40% alc./vol. Copyright2013 Sauza Tequila Import Company,
Deerfield, IL 60015 
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Amanda Shaker
Beam Inc.
Ryan Vaughan
DBC PR+New Media 
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