Lick the salt. Smack the Gringo. Bite the lemon.

One tequila, two tequila, three tequila, floor! Cliché I know, but this is what most people think when they see tequila. Either that or, “Oh my god, not after last time.”

Every alcoholic spirit has a beginning. A country that it originated from. Whiskey comes from Scotland, vodka from Russia, and tequila from Mexico. And like everything, where it comes from, is where it’s made best.

Mexicans are known to love their tequila. The most prized bottles contain a single worm or even a scorpion tail. Some of the stronger ones can reach an alcohol content of 80% and are highly sort after. This means that it can only takes one tequila, two tequila, to reach the floor. A bit strong for your average person, but just perfect for your average Mexican.

These three ads where done for Gringo’s tequila. They used typically Mexican personas to portray the strength and the heritage of the brand, and the tequila itself. It’s nice to see an alcoholic brand using something other than their packaging in their advertising. It’s either their bottle stuck in the middle of the page, or it’s a bunch of people on a boat or a tropical island. That’s boring. Yes, maybe it would be fun to drink on a boat or a tropical island, but it’s unlikely to happen.

The three ‘Gringos’ used, are a Mexican wrestler, gang member, and a cartel boss. Three typical Mexicans. This gives you the idea that there isn’t much in Mexico, besides wrestling, drugs, and tequila. Not very positive advertising for the brands country, but that’s not their aim. Their aim is to promote the brand and its strengths.

But maybe taking into account that their advertising could backlash on its own heritage, would’ve been a wise move.

The headline reads, “La Sangre Azul Los de Gringo’s.” Which, in english, translates to, “The blue blood of the Gringo’s.”

This could lend itself to the creation of the tequila, which uses the blue agave plant. But seeing as these ads were released in South Africa, the majority of the target audience wouldn’t be able to understand it. So now it’s just there to make it look even more Mexican.

Gringo’s tequila ads may not be the greatest but they’re moving away from the norm at least. And that’s the first step in creating great advertising.