Diageo and Jose Cuervo International haverevealed a £2m investment to reinvigorate tequila brand, Cuervo Especial, using the strap line‘ WHO’S IN?’
Research by Diageo GB into consumption patterns has found tequila is almost always introduced into consumers’ nights by ‘the instigator’ of the group asking “WHO’S IN?” To harness this a host of engaging activities that champion the instigator and enable the target audience to create their own intense shared experiences have been created.
Anja Weise-O’Connor, Global Marketing Manager for Jose Cuervo International, says, “The shot category has grown in popularity in the GB ontrade, with friends using the format to create the ultimate group experience. This campaign is like
nothing we’ve launched before and by championing ‘the instigator’, consumers will be able to shape their own unique and powerful sharing occasions which they will never forget. By raising the brand profile amongst existing and new consumers in the category, the campaign will boost incremental sales as groups look to recreate their own experiences in the on-trade.”