Campaign showcasing the summer side of Jose Cuervo tequila
Tequila has always had a bit of a ‘party’ reputation, especially in European markets, where it’s seen as a spirit for the late-night occasion, which is potentially a massive barrier to growth.
Our job was to showcase and expand Jose Cuervo’s occasionality by championing its summer refreshment and versatility credentials (and breaking current consumer perceptions along the way).
Of course, we had to stay true to the established Cuervo brand world, which we helped evolve, to communicate all the vibrancy, colour, fun and energy that’s unique to the brand.
Brand world | Social content | Brand campaign | On-trade POS | Toolkit
Focusing on versatility, our digitally-led concept showed how tequila can be enjoyed in so many new and refreshing ways in summer. The idea shows the joy of drinking Cuervo as a long drink or cocktail, especially in a hero margarita or paloma serve, perfectly capturing the refreshment moment.
As well as key vibrant social assets, we’ve brought the Cuervo fun and energy to life in OOH and on-trade POS.
“This is such a fun and refreshing campaign! The team at Purple are a truly fun, hardworking and inspirational bunch of people to work with. They have become integral to the continued development and evolution of the brand – capturing the energy and excitement that tequila can bring to every occasion and showing it as the perfect alternative to gin or vodka in the summer. We’d be lost without them.”
Seco Herrerano
Brand world
Grolsch
Visual brand identity