Jose Cuervo, one of Diageo’s brands, says it’s the largest Tequila company in the world, and its new “Cue the Cuervo” advertising campaign will help it remain number one. It will incorporate multiple elements and has a social responsibility campaign tied in.
The theme is how Cuervo can enhance a users night time experience and “take it from exciting to epic.” The media mix pulls in “television, out-of-home, online, print and radio advertising, public relations support, experiential marketing, a social responsibility program and groundbreaking digital extensions.” It will also include point-of-purchase elements.
“Jose Cuervo has been a category leader in quality and innovation since creating the tequila industry more than two-and-a-half centuries ago, and ‘Cue the Cuervo’ pushes the envelope in marketing quality and innovation,” said Paul Clarke, Jose Cuervo Brand Director, Diageo. “The campaign reminds consumers that Jose Cuervo is the one element that can bring the night together, and it does so in a compelling, interactive manner.”
The program includes “Cue the Cab,” a free iPhone application that will not only order a cab for a Cuervo drinker looking for a safe ride home, but will also provide the cabbie with the iPhone user’s location.