Jose Cuervo
Problem: Cinco de Mayo is the Super Bowl for tequila brands. For years, Jose Cuervo has “won” Cinco the same way: with fun giveaways in bars. But this playbook had stopped working with Gen Z, who spend more time at home on their phones and less time out at bars with friends. How do you convince these digital natives to get out and celebrate Cinco IRL?
Insight: Phones are the villain in every story about going out.
We talked with dozens of young drinkers and we heard the same story time and again: tech is ruining nights out. Their phones keep them at home, distract them when they are with their friends, and cause night-ruining regrets. A big barrier to Cinco fun.
Idea: We created The Cuervo Dumb Phone. A phone that does next to nothing, so you can be up for anything. Our campaign won Cuervo the #1 earned share of voice on Cinco, a [proprietary] astounding number of entries for our Dumb Phones, and a [proprietary] measured uptick in unaided awareness and trial with Gen Z.
HERO VIDEO:
REAL THINGS PEOPLE POSTED:
Agency: Mekanism