Jose Cuervo Tequila

JOSE CUERVO TEQUILA'S 100TH ANNIVERSARY

OBJECTIVE

To enhance brand awareness and increase brand usage, outside of just "Mexican foods" through a 200th anniversary celebration of Jose Cuervo.

EXECUTION

Hosted bicoastal Cuervo style dinner events in San Francisco and New York. Each featuring one Mexican and two American star chefs who created culinary feasts with pairings of Cuervo Tequilas for these galas as well as art, decor, and entertainment from the six Mexican States. Implemented a contest to find the "next Margarita", featuring well-known liquor experts as judges. The print and broadcast media campaign targeted food, entertainment, lifestyle and liquor and food trade press.

KEY EXAMPLES

The New York Times, Chicago Tribune, Philadelphia Daily News, USA Today, The Tonight Show, Bloomberg Information Radio, Gourmet and Food & Wine.

RESULTS

Increase in brand awareness and excitement among press and consumers. Program reached approximately 300 million consumers.