Jose Cuervo
Day of the Dead
Petition for more campaigns to revolve around rhyming couplets!
Day of the Dead is one of Mexico’s most iconic festivals, but there’s a common misconception that it’s just ‘Mexican Halloween’. Wrong! It’s meaningful, joyful and involves endless wonderful traditions that have been passed down for generations, like the calaverita. Short, satirical rhyming couplets that poke fun at life and are shared amongst loved ones in Mexico during the festival. Jose Cuervo has been leading the annual celebrations by releasing two collectable limited edition blanco and reposdo bottles year on year. This bottle design and concept is all about the calaverita.
“Much to my pleasure, ‘calaverita’ rhymes with ‘margarita’”.
Really playing with the messaging, cheeky calaverita poems were wordsmithed specifically for the campaign, to bring the creative to life, add richness to the illustrations, engage and excite tequila lovers and inspire global markets to stretch the idea.Packaged in a comprehensive toolkit, key visuals and OOH media met with dynamic animations, expressive GIFs and even on and off-trade promotions and activations, like online poem generators on a campaign microsite, or encouraging people to write their own calaveritas in exchange for a free drink at the bar – yes, much to my pleasure, ‘calaverita’ rhymes with ‘margarita’.