WHO'S IN? by The Marketing Store for Jose Cuervo

WHO'S IN?

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Industry Tequila
Media Design & Branding
Market Australia
Agency The Marketing Store
Creative Director Stuart Alexander
Producer Clare Stuban
Photographer Julia Schauenburg
Released November 2010

Credits & Description

Category: Design Photography
Advertiser: DIAGEO AUSTRALIA
Product/Service: TEQUILA
Agency: THE MARKETING STORE SYDNEY
Date of First Appearance: Dec 1 2010
Entrant Company: THE MARKETING STORE SYDNEY, Sydney, AUSTRALIA
Creative Director: Stuart Alexander (The Marketing Store Sydney)
Senior Art Director: Jon Foye (The Marketing Store Sydney)
Senior Copywriter: James Gebler (The Marketing Store Sydney)
Photographer: Julia Schauenburg (Sam I Am)
Group Account Director: Tim Ryder (The Marketing Store Sydney)
Account Manager: Karin Andreasson (The Marketing Store Sydney)
Strategic Planning Director: Clare Graham (The Marketing Store Sydney)
Producer: Clare Stuban (The Marketing Store Sydney)
Brand Manager: Josh Wheeler (Diageo Australia)
Media placement: Posters - On Premise Nationally - 1 December
Describe the brief from the client
Create a suite of imagery that captured the unique energy of tequila for use at the point of purchase.
Describe the challenges and key objectives
The key objective was to prompt purchase of Cuervo Tequila.
Describe how you arrived at the final design
Our insight was that every group of friends has a ringleader – they function as the organiser and often prompt the group to try new things and visit new places.
Our strategy was to target this “instigator” in every group, and remind them that tequila was a great way to unite their group for a great time together.
To ensure our depiction had credibility, we cast a real group of friends and poured some José Cuervo.
Give some indication of how successful the outcome was in the market
We received excellent feedback and were able to execute in many venues that ordinarily refuse point of sale. Cuervo Tequila also had one of it's most successful years ever in Australia.