Jose Cuervo, the world's largest producer of Tequila, today introduced "Cue the Cuervo," a multi-tiered national marketing campaign that illustrates how the legendary Tequila brand brings together all elements of a night to take it from exciting to epic. "Cue the Cuervo" is inclusive of television, out-of-home, online, print and radio advertising, public relations support, experiential marketing, a social responsibility program and groundbreaking digital extensions. The campaign will also be prominently featured at point-of-sale throughout the country.
"Cue the Cuervo" will be brought to life on Facebook, Cuervo.com and in bars across the country through a number of consumer touch points. Among the unique digital extensions will be "Cue the Cab." Jose Cuervo is proud to introduce this free iPhone application that leverages mobile technology to provide consumers with a one touch option to request a safe ride home. The "Cue the Cab" program will synchronize the consumer's location with a cab company for pick-up at no additional cost for the coordination, ensuring that the most legendary nights out end with a safe, responsible ride home.
Consumers online will be impressed with an innovative pre-roll video that synchs with banner ads on the same web site. The digital interaction allows the Cuervo hero featured within the video to reach across screen and grab shots of Jose Cuervo from the banner ad. The Cuervo shots move seamlessly from the ad and into the video where they are handed out to a group of friends who then bond together with a shot of Cuervo.
"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 campaign artwork for out-of-home advertising and point-of-sale materials will keep the brand name front and center, calling out that "Cue" is embedded within the word "Cuervo," just as Jose Cuervo is often the one constant embedded within most extraordinary nights out with friends.
Consumers can also tune in for the campaign's two leading 30-second television spots, "Bar" and "Apartment." These commercials will 'Cue' in all of the mundane elements of a scene for a night out one by one – the tables, the chairs, the kitschy atmosphere, the locals or party guests, and the girls – and then promptly 'Cue' in the drink that brings it all together, taking the night from ordinary to legendary. The spots will air on cable networks including ESPN, HBO and FX and on sites including Break.com, FunnyorDie.com, ESPN.com, Deadspin.com and FoxSports.com.
About Jose Cuervo
Jose Cuervo is the largest producer of tequila throughout Mexico and around the world. The Jose Cuervo portfolio of tequilas includes Jose Cuervo Especial Gold, the number one tequila worldwide, Jose Cuervo Especial Silver, Jose Cuervo Black Medallion, Jose Cuervo Tradicional, Jose Cuervo Platino, Jose Cuervo Reserva de la Familia, Jose Cuervo Golden Margaritas, Authentic Jose Cuervo Margaritas and Jose Cuervo Margarita Mix. For more information, visit www.josecuervo.com.