José Cuervo wanted to change consumer perception by showcasing the spirit's versatility. We delivered a campaign to drive rate of sale whilst delivering stand out in a saturated market. Our team took the infamous Tequila Town Festival and delivered a pop-up sampling event to engage with consumers at Walkabout venues on a 5 week nationwide tour.
We dared customers to embody the ‘Rebellious Spirit’ of José Cuervo with an incredible night of music, dancing and Mexican Mules. 72 % claimed they would be highly likely to purchase after the experience (compared to 15 % before)