To upgrade Jose Cuervo’s consumption habit from a “party mood shot” to a “sophisticated long drink”.
Challenge accepted in April 2015, when Cuervo Squeeze was “born”; the new long drink by Jose Cuervo. An interesting yet simple recipe that clearly puts it in the category of white spirits, giving the opportunity to be addressed to a more mature target group.
The communication key element was to balance the long drink codes with the madness that Jose Cuervo has been branding for years.
The original score “Down Jow Brown” quickly became a hit.