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Industry Alcoholic drinks & Tobacco, Tequila
Media Promo & PR
Market United States
Agency MKTG
Creative Director John Demas
Released October 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Product/Service: ALCOHOLIC DRINK
Agency: MKTG
Date of First Appearance: Oct 23 2010
Entrant Company: MKTG, New York, USA
Creative Director: John Demas (MKTG)
Marketing Strategist: Erika Amundson (MKTG)
Vice President/Group Account Director: Tom Tromba (MKTG)
Media placement: Live experiential events - 12 markets to date - NM; CO; CA (2 markets); TX (2 markets); FL (2 markets); NY; GA; AZ; NV - 23 October 2010

Describe the objective of the promotion.
Jose Cuervo Tradicional, the oldest tequila within the Cuervo portfolio, needed some attention. Tradicional had been around for decades, a true original, but with the rise in popularity of higher end tequilas, Tradicional was getting lost.

The time had come to drive awareness to Cuervo’s oldest brand, Tradicional, through an authentic and celebratory series of events that made a true connection to 25-35 year-old tastemakers and industry elite.

Cuervo was also looking to create buzz and excitement in each market through social media outlets, but in a covert way. You know, talk softly and carry a big stick.

Describe how the promotion developed from concept to implementation.
To make an impact in the nightlife scene, we decided to align the brand with the famous Mexican holiday Dia de los Muertos. Then we developed interactive and exciting elements that worked together on our tour.

For our trade members, we did something extra special. With a nod to traditional funeral processionals, common among Mexican communities, we chauffeured members of the trade to the event and began their night with a private mixology lesson.

When doors opened, the spirit of 1795 was unlocked. Mostly unbranded, we let Tradicional speak for itself in the space - and no detail was skipped.

Explain why the method of promotion was most relevant to the product or service.
We wanted to drive interest and buzz beyond the event series - and give the Internet something to talk about, of course. A unique, immersive nightlife event showcased the tequila but let its history be the hero.

We knew that by telling a story of Mexican tradition, we were offering tastemakers an opportunity to live the life of Antonio Jose de Cuervo – for one night and every time they drink Tradicional, giving them an emotional connection to the brand. When you choose Tradicional, you make a statement of authenticity, quality and history, a toast to Cuervo and your heritage.

Describe the success of the promotion with both client and consumer including some quantifiable results.
SUBTERRANEO was an unquestionable success. Completely filled venues in every city, with over 5,000 attendees total and over 4 million impressions to date across media platforms is only part of the story. It is rare that an event concept leads the advertising. And if that were not enough, industry insiders were also impacted by the event—and the increased numbers prove it. As a result of our experience, at least 9 key tequila accounts have found passion for Jose Cuervo Tradicional and increased orders by an average of 4 cases per month, with dozens of new cocktail/menu features.