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The Lowdown is Ad Age’s weekly look at news nuggets from across the world of marketing, including trends, campaign tidbits, executive comings and goings and more.

The trend in tequila marketing is to make the liquid itself the star. Stories about how tequila is made are in, while flashy celebrity-filled campaigns are out, as Ad Age recently reported. But how do brands create ads with substance and style? Brown-Forman-owned Herradura tequila achieves this in a new campaign by using sound frequencies to bring its liquid to life. The global campaign, called “Sound of Smoothness,” includes a video that shows a glass of Herradura suspended above a speaker. The liquid inside pulsates to the rhythms of the music as sound frequencies cause movement. The custom song was created by Massive Music.

The campaign, by Grey Canada, will include partnerships with Hulu, Spotify and Foursquare, as well as social media engagement via Facebook, according to the brand. “Ultra is a tequila for people who love the nightlife: music, rhythm, light, excitement,” Joel Arbez, exec creative director at Grey Canada, said in a statement. “So what we wanted to do was bring that whole vibe together with the product itself, and cymatics was the perfect way to do it.” Here is how they did it:

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