Independent creative agency, Emotive, has launched a new campaign for Pernod Ricard’s Olmeca Altos Tequila, which claims to be the world’s '#1 tequila for margaritas'. The campaign involves the distribution of 15,000 Altos branded 'Emergency Limes Baubles' through a partnership with Uber Eats, in response to research revealing almost two-thirds of consumers have run out of limes when preparing margaritas at home.

The campaign was launched with comedian Jimmy Rees and Real Housewives of Sydney favourites Krissy Marsh and Nicole O’Neil. The Emergency Lime Baubles will be delivered to Australian doorsteps across Sydney, Brisbane, Gold Coast and Melbourne when customers spend $10 on Uber Eats at participating Harris Farm stores in Sydney, Brisbane or Gold Coast or at participating IGA stores in Melbourne.

To mark the launch, Altos has taken over The Clovelly Hotel for five nights from Monday 18th December to Friday 22nd December, with a fresh lime adorned Christmas tree, 3,000 free Altos Emergency Limes for customers to take home, and Altos margaritas.

Kristy Rutherford, Marketing Director, Pernod Ricard, said, 'Our mission was to shine a cheeky spotlight on a key consumer need whilst reinforcing Altos’ credentials as the world’s #1 tequila for margaritas. Altos has a reputation for pioneering innovation in the tequila category and this launch is no exception, going to great lengths to help Aussies avoid a margarita mishap this summer.'

Simon Joyce, CEO, Emotive, added, 'The best creativity doesn’t always look like advertising, sometimes it looks like free fresh lime baubles, delivered to your door, thanks to Altos Tequila and partnerships with Uber Eats, Harris Farm and IGA.'

Comedian Jimmy Rees also chimed in, 'As Australia hits peak margie season, Altos Tequila has come up with a ridiculously ingenious way to ensure you never get caught short when making everyone’s favourite cocktail. Just replace your current useless Christmas tree baubles with Altos Emergency Lime Baubles and ta da! You’ll never scream ‘limes, where are you?’ like Tom Hanks in Castaway when he loses Wilson, ever again.'