Cabo Wabo Tequila

In 2015, when Cabo re-launched with a totally new look and attitude, Fusion was right in the thick of it. The campaign: Thick Cut Living – which means taking a no-holds barred approach to life, liberty and the pursuit of pleasure. It was up to Fusion to determine how, where and when to engage with consumers - and then what to engage them with.

After hosting focus groups, we discovered that our drinker loves grilling as much as drinking tequila. So we connected Cabo with some of the nation’s top BBQ experts. Our approach was to provide utilitarian content from the experts, taking each consumer’s already awesome grilling and drink making skills to an even more awesome level.

How We Did It


Identified accomplished grilling and BBQ Influencers.

Daniel Wright Dr. BBQ Ray Lampe
Jason Day Myron and Michael Mixon

Negotiated sponsorships at 7 major BBQ events throughout the summer and took our influencers on the road.


Filmed every move we made and produced a video series that cemented Cabo’s position as the tequila that’s born in Mexico, but has 110% American Attitude.


Re-built the Cabo website to host our new content


Put together and executed a social media strategy, full of our new content.


Built a retail strategy and sales materials that promoted this new position.

Thick Cut Display Promotional Cabo T-shirts
Caborita Tower Thick Cut Standee

Platform Growth

The highest performing social campaign in Campari America's history

Over Five Million

Video views

23.5 Million


Nearly 20,000

Samples given

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Award winning musicians, social gurus and consumers all aboard a branded cruise ship and aircraft carrier experience.

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The AFA needed a full, 360-degree program including website, event operations and publications. Fusion made it happen — and more.

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Cabo Wabo Tequila: Thick Cut Living

Cabo Wabo Tequila's "Thick Cut Living" campaign takes a no-holds barred approach to life, liberty and the pursuit of pleasure.

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