MAMITAS - MUCHO DELICIOUS

2021

mamitas - mucho delicious

Mamitas is the newest RTD to hit the Phusion Projects roster, boasting the best tasting tequila soda on the market. Available in 4 flavors and made with excellent tequila from Mexico, we grappled over how to position this brand. Following the lead from our client, we realized that sometimes brands don't really need branding, especially when they taste so damn good.

We decided to lean directly into flavor, and just showcase the vibe of the brand with the right imagery, the right talent, the right accompanying products and the right tag line. While there are hundreds of tequila brands in the U.S., only a few of them embrace being American. Most of the brands available are copping some sort of bootleg Latin narrative and serving it up in a pandering box for consumers. We decided to do the opposite.

Spanglish is the second most popular language in the United States, and it’s also dope. Embracing the true DNA of the product, we created “MUCHO DELICIOUS”, paying homage to our homeland, while touching our consumers at the same time. There was nobody better to embrace this spirit than Brody Jenner, a ubiquitous celebrity with an undeniable network of friends and family, and an appetite to build something great.