After Two-Year Hiatus, Sauza Tequila Kicks off Major Campaign

Sauza Tequila is launching its first integrated consumer marketing campaign in more than two years with a nationwide tour at its highlight.

Spending was not disclosed.

The "Get Lost" campaign targets men aged 21-to-29 years old with the tagline "Sometimes it's the things you lose that set you free."

The tour includes more than 1,000 on- and off-premise events. Elements include a tour bus that will travel the U.S., performances by Wind Up Records rock band SubmerseD and events featuring the Lost Virtue Girls.

The first flight of ads breaks this month with P-O-P, postings, billboards and radio spots in California, Florida, Texas, Arizona, Colorado, Georgia, Nevada and other markets.

Phase two includes print in national and regional magazines.

Sauza Tequila is an Allied Domecq brand. The brand shipped its one-millionth case in the U.S. during a 12-month period, the company said.