Overview

Jose Cuervo, the world's largest tequila brand, sought to shift consumer perceptions of tequila from a party-centric shot to a versatile, culturally rich spirit. Collaborating with Modern Citizens, the brand launched the "Liberate Your Spirit" campaign across EMEA and APAC regions. This initiative aimed to highlight tequila's heritage, craftsmanship, and versatility, encouraging consumers to savour and appreciate the spirit in new ways.

Challenge

Tequila was predominantly viewed as a party beverage, consumed quickly in shots, overshadowing its rich history and craftsmanship. This narrow perception limited its appeal and market potential. Jose Cuervo faced the challenge of transforming this image, positioning tequila as a sophisticated spirit suitable for various occasions and experiences.

Insight

The campaign identified that consumers were increasingly seeking authentic and culturally enriched experiences. By tapping into tequila's deep-rooted Mexican heritage and the artistry of the Jimadors—the skilled farmers cultivating agave—Jose Cuervo could connect with audiences on a deeper level, appealing to their desire for genuine and diverse experiences.

Strategy & Approach

The "Liberate Your Spirit" campaign was designed to immerse audiences in the authentic world of tequila. The strategy focused on vibrant storytelling that celebrated the Jimadors and their traditions, positioning tequila as a drink to be savoured. The campaign utilised a digital and social-first approach, incorporating dynamic visuals and narratives to engage a global audience.

Solution

Modern Citizens, in partnership with Oxigeno, produced a multi-channel campaign featuring:

• Hero Films: Two 30-second films, complemented by shorter edits, showcased the journey of tequila from agave fields to the glass, emphasising the dedication of the Jimadors.
• Digital and Social Content: Leveraging digital out-of-home (DOOH), paid media, and organic social platforms, the campaign delivered engaging content that resonated with diverse audiences.
• Behind-the-Scenes Features: Stories highlighting the craftsmanship and passion behind Jose Cuervo provided depth, fostering a stronger connection with consumers.

Results and Learnings

The power of authentic storytelling has been at the heart of the "Liberate Your Spirit" campaign, driving remarkable digital engagement and sparking conversations that are beginning to reshape tequila’s image. Key insights highlight the importance of showcasing cultural heritage to build deeper connections with today’s consumers.