JOSE CUERVO LAUNCHES EXPERIMENTAL CAMPAIGN
Diageo Great Britain (GB) is launching ‘Tequila Face’, a brand new experiential campaign for Jose Cuervo® tequila, playing on the different facial reactions people have, after drinking a shot of tequila.
Aimed at creating excitement and enjoyment of the drink within a group setting, the campaign will also include digital activity – a first for Jose Cuervo in the UK. The activity will be up-weighted in Scotland to a fully through the line campaign marking the beginning of a 12 month programme of investment in the region.
Beginning mid November ‘Tequila Face’ kits will be rolled out across 1,250 UK outlets until December and will see Diageo GB give away 250,000 consumer ‘movie prop’ prizes including aviator shades, black skinny ties and t-shirts.
In addition, 55 outlets will receive a visit from the experiential ‘production crew’ where a ‘Tequila Face’ film set will be set up in bar for one night only. Consumers will then be invited to text in a photo message of their group tequila faces for a chance to win a trip to Mexico with a group of friends, armed with their own film making equipment. The digital aspect of the campaign enables consumers to view their auditions at www.tequilaface.co.uk and meet the Jose Cuervo Casting Director who will review their tequila face pictures.
Emma Sherwood-Smith, Senior Brand Manager for Jose Cuervo, comments: “As the number one tequila brand in the UK, Jose Cuervo has long been popular with young adult males. The new ‘Tequila Face’ campaign is all about creating fun, memorable group moments around the Cuervo shot experience and has the look and feel of popular British movies such as ‘Snatch’ and ‘Lock, Stock and Two Smoking Barrels’ which resonate well with this group. We hope the campaign will increase brand awareness, engage our key consumer market and drive sales of tequila within outlets in the UK.”
As part of increased investment into the brand, Diageo GB will also begin an £850,000, 12 month regional test in Scotland. Beginning with an extension of the ‘Tequila Face’ activity to make it a fully through the line execution, the campaign will also include print and out of home ‘Tequila Face’ advertising across in bar screens and wash room panels. To continue the campaign beyond outlets, ‘Don’t Panic’ goody bags containing listings for the Tequila Face road show, postcards and listings information will be also be given out.
Emma Sherwood-Smith, continues:
“In Scotland, Jose Cuervo Especial is in 83% on-trade distribution, the highest percentage of any region in the UK and growing. We’re rewarding outlets for their support by targeting our investment, in what is a key area for the brand. Through a 12 month programme we hope to identify growth drivers that will help us to grow both Jose Cuervo, and in turn, the category across the total market.”
About Diageo
Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. Visit www.drinkaware.co.uk and Diageo’s own global resource www.DRINKiQ.com for information and guidance on responsible drinking. In Great Britain, Diageo is a member of The Portman Group and supports The Drinkaware Trust.
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