Olmeca Tequila is optimising The Letter Corporation’s (TLC) washroom media infrastructure with male-focused advertising to boost brand awareness of Olmeca Tequila Gold in the washrooms of bars, restaurants and nightclubs. Primedia Unlimited’s washroom-advertising arm, TLC, is proving to have been a good move for Olmeca, assisting its product to stand out and target specific audiences. “Washroom advertising is a focused and affordable way to reach our objective,” says Lebanette Alexander, of Perno Ricard, Olmeca’s marketing team. “The media allowed us to specifically target the male market at popular points of sale and bring the beverage to front-of-mind in appropriate environments.”