Created to run throughout the months alongside the 2017 Summer Games, the focus of the el Jimador Reach For The Silver Program was to reward the experiences of the everyday champion who is celebrating life to the fullest. The growing popularity of Silver tequila over the Gold expression allowed for a tongue-in-cheek approach to the winner's hierarchy, with silver taking over as the ultimate prize. The Reach for the Silver campaign featured an integrated program with print, web takeover, social media, video content, and an online sweepstakes that offered multiple weekly prizes of actual bars of silver, plus a grand prize of a brand new silver Airstream trailer.
