Campari America

Cabo Wabo | NASCAR | 2023-2024

Work completed while serving as Senior Account Director at 160over90

Client Objective
Position Cabo Wabo Tequila as a bold and authentic lifestyle brand by leveraging NASCAR’s passionate fan base, introducing the tequila to millions of consumers nationwide, and building cultural relevance through immersive event experiences.

Approach
We activated across key NASCAR tracks with branded bars, tequila sampling stations, and custom cocktails at concessions, ensuring fans could experience the product firsthand. The brand layered in high-energy live music performances, on-site lounges, and interactive experiences such as photo activations and sweepstakes entries, deepening engagement beyond the race itself. Digital extensions amplified the on-the-ground energy through race-themed content, social integration, and behind-the-scenes storytelling, bringing the spirit of Cabo Wabo to life both trackside and online.

Result
As NASCAR’s first-ever official tequila sponsor, Cabo Wabo earned a high-visibility platform that set the brand apart. Fans connected with the tequila in fun and memorable ways — from tasting signature cocktails to enjoying exclusive entertainment — creating authentic moments that reinforced Cabo Wabo’s bold, celebratory identity. The partnership not only expanded brand awareness across a massive national audience but also built stronger emotional ties with consumers through unforgettable, on-the-ground experiences.