Jose Cuervo
Problem: Cinco de Mayo is peak tequila season, but Jose Cuervo's traditional bar-based approach no longer engaged Gen Z. How do you get digital natives off their phones and out celebrating 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.
Idea: We created The Cuervo Dumb Phone: a phone that does next to nothing, so you can be up for anything. The campaign won Cuervo the #1 earned share of voice on Cinco, drove [proprietary] entries, and delivered a [proprietary] huge uptick in unaided awareness and trial with Gen Z.
HERO VIDEO:
REAL THINGS PEOPLE POSTED:
Agency: Mekanism