Jose Cuervo
Summer Refreshment
Goodbye gin and vodka. Hello tequila. Everybody say ‘aaaaah’…
If you think tequila can only be drunk as a 2am shot… think again. Tequila has been the on-trend spirit for several years now, enjoying double digit growth and taking the world by storm for its range of nuanced agave flavour profiles. The paloma and the margarita have consistently been globally cited in the top five most popular cocktails. Despite this, there’s still a long-held cultural perception, especially in Europe, that tequila is to be shot with salt and lime at 2am (usually in a nightclub!) Jose Cuervo wanted to break this view. Switching things up in the tequila category by focusing on the versatility of the famous Mexican spirit with a dynamic summer campaign that showcases how tequila can be enjoyed in so many new and refreshing ways during those warmer months. Making it the perfect and more colourful alternative to your bog-standard mixers, like Vodka Sodas or G&Ts. 
Sometimes it’s the simplest concept that has the most impact. Answering the refreshment insight perfectly, as well as pushing versatility and heroing key serves, the campaign had to be flexible and inspirational, to encourage global markets to use it in all channels and in different fun ways. Expressive exaggerated interjectional headlines quite literally amplify that golden refreshment and enjoyment ‘aaaaah’ moment of three delicious tequila long drinks.Then the imagery evokes chilled out, summer vibes with bold and bright palettes that match each featured cocktail across key visuals and social assets.There are even a series of fun, experiential campaign extensions, like summer fans, rubber rings, deck chairs and refreshment trikes to bring the joy of drinking Jose Cuervo to life in a vibrant way.