Jose Cuervo Promo, Case study MUSTACHE by (anonimo) Mexico

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Industry Tequila
Media Promo & PR, Case study
Market Mexico
Agency (anonimo) Mexico
Executive Creative Director Rafael Martinez
Creative Director Ray Lopez
Released August 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: CASA CUERVO
Date of First Appearance: Aug 16 2010
Entrant Company: ANONIMO, Mexico City, MEXICO
Entry URL:
Chief Creative Officer: Raúl Cardós ((anónimo))
Chief Creative Officer: Marco Colín ((anónimo))
Account Director: Horacio Navarro ((anónimo))
Creative Director: Ray López ((anónimo))
Copywriter / Art Director: Eduardo Salles ((anónimo))
Executive Creative Director: Rafael Martínez ((anónimo))
Account Director: María Ferreiro ((anónimo))
Media placement: TV - Channel 5 XHGC - 15 August 2010
Media placement: TV - Channel 2 XEW - 15 August 2010
Media placement: TV - Tele Hit - 15 August 2010
Media placement: Out Off Home - Billboard - 15 August 2010
Media placement: Out Off Home - Bus Stop - 15 August 2010
Media placement: Print - Bars - 15 August 2010
Media placement: Direct Mail - --- - 15 August 2010
Media placement: BTL - Tequila Jalisco (Guinness World Record) - 15August 2010
Media placement: Postcards - Jose Cuervo Salon - 15 August 2010

Insights, Strategy & the Idea
Mexico turned 200 years old in the middle of one of its worst social crisis. Delinquency, drug trafficking, corruption and natural disasters greatly discouraged mexicans for celebrating. We had the challenge of making people recover the pride for Mexico and the will to celebrate the bicentenary

Creative Execution
To promote mexican pride through a humorous but emblematic icon: the mustache.

Through a digital strategy we dared mexicans to let their mustache grow, taking a photograph and then uploading it to For each photo uploaded we added a certain quantity of tequila needed to break the Guinness Record of the biggest collective toast made with tequila, our nacional drink.

The movement was supported by an ATL campaign and activations that funnily exalted the relevance of the mustache. Mexico mustachized everywhere, positioning this way the mustache in mexicans top of mind as the authentic symbol for celebrating

Results and Effectiveness
We achieved to make mexicans join the movement in the middle of this crisis.
We had 17775 registered users who uploaded their photograph with a mustache in the campaign time, and a total of 28000 users registered by the end of september.
Thanks to this photos we achieved to break the Guinness Record for the biggest collective toast in the World on september 15th in Tequila, Jalisco. That’s the national official celebration day and the bicentenary commemoration.
Jose Cuervo Tradicional sales increased in a 240% in consumption centers.
Jose Cuervo was positioned as the official of the mexican national celebrations.