Pernod Ricard's Altos Tequila has partnered with independent creative agency, Emotive, to launch a new campaign for the festive season.

Titled 'Altos Lazy Xmas Guide', the campaign features drag icon Courtney Act, rock band Lime Cordiale, and podcast host Luisa Dal Din. The campaign introduces the 'Lazy Marg', a one-minute margarita, along with other festive life hacks, aiming to make Christmas and margaritas easier for consumers.

The campaign will be launched with talent-led social content and a targeted media strategy directing people to purchase Altos Tequila and LISTO Marg Mix from Dan Murphy's. The campaign will roll out nationally across digital, social and owned channels from 12th December 2024.

"Altos Tequila was voted by bartenders as the worlds #1 Tequila for Margs. But we're not all trained mixologists. And with the holiday season on our doorstep our job is to make it as easy as possible for people to sip the most tasty Altos Margs without all the hassle. Last year we teamed up with UberEats to deliver 'emergency' limes to marg makers in need. We are back this year to remove all the barriers to the Marg - all you need is your Altos Tequila and a LISTO pre-mix serve. Salt and lime optional. So you have more time to enjoy the season," said Marketing Director, Pernod Ricard Australia, Kristy Rutherford.

Courtney Act said: "Let's face it. Preparing for Margs and Xmas can be a bit of a drag. This year, I'm going to sit back and nail the festive season! Re-gift the socks, skip the tedious card writing and make time for fun things this Christmas - like sitting back with a Lazy Marg with Altos Tequila."

Head of Fame at Emotive, Ashleigh Bruton, said: "For all the Xmas campaigns and content out there, one thing you don't hear very often is 'be lazier'. But the Lazy Marg with Altos Tequila felt like the tip of an iceberg in terms of lazy hacks that could help people get more enjoyment out of Xmas by putting less effort in. So, we leant into the human truth of social being one of the key drivers for inspiration at this time of year and partnered with a really diverse mix of talent to co-create content that brings this serve and this attitude to life."