Santo / A Higher Spirit

Experience a taste revelation.


Santo is the world’s first mezquila (mezcal & tequila). How do you launch an innovative new spirit, targeted at millennials who are constantly bombarded by superficial innovations?


When two great spirits, mezcal and tequila, come together, A Higher Spirit is born. ”A Higher Spirit” is a platform idea that positions the brand as superior, premium and with a transcendent taste that leverages the mystique inherent in mezcal—creating a world even jaded, adventure-seeking millennials will be thirsty to experience and covet. It also reflects and reinforces the brand name, Santo, which means, spirit.

From communications planning, strategy and positioning, to brand creative that includes film, digital, social and experiential, Narrative_, has been entrusted to develop a brand identity, brand platform and campaign to launch and establish Santo into the cultural zeitgeist.

A Higher Spirit carves out a distinctly competitive space for Santo. It permeates every aspect of the brand, and is at the core of an exciting and dynamic brand experience: starting with an interactive website that requires users to scroll up (towards a higher spirit), instead of down. Design and photography help illustrate a higher quality, a higher experience, and a higher taste. Films directed by artist / influencer Tasya van Ree, include innovative technology utilizing haptics – where a vibration (higher spirit) is triggered on android phones when the person in the video has a taste revelation. Social posts help tease, launch, and tell the story of Santo and its founders Sammy Hagar and Adam Levine. And finally, the Santo “Book of Revelations” is a sexy, philosophical archive that invites you into this seductive new world.