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Exclusive: Proximo Invests In Cuervo With Nationwide Ad Campaign

March 6, 2017

Proximo is looking to accelerate growth for Jose Cuervo Tequila with a major new advertising campaign. Launching this week, the campaign centers on a nationwide television ad, featuring the tagline “Tomorrow is Overrated.” The two-minute spot, which was directed by Ringan Ledwidge, depicts a group of bar patrons drinking and dancing despite apocalyptic events occurring around them.

“We noticed that the Tequila category has fallen victim to a kind of blandness and uniformity in its pursuit of being seen as more premium or refined. And that has led to formulaic (marketing),” says Daniel Mandelbaum, group brand director for Jose Cuervo. “We want to challenge that trend and recapture the original intensity of the spirit. We want to remind people that Jose Cuervo is a drink that’s anything but bland.”

The ad is primarily targeted toward the 21- to 34-year-old demographic. In addition to the television and online video component, the campaign’s “Tomorrow is Overrated” messaging is expected to run across the brand’s event, public relations, social media and brand partnership efforts throughout the year.

The campaign follows Jose Cuervo’s recently completed initial public offering on the Mexican stock exchange, with the company reportedly raising about $790 million from investors for a combined 13% stake. Jose Cuervo’s owner, the Beckmann family, has retained control following the offer.

Meanwhile, Jose Cuervo looks to be staging a successful comeback in the U.S. After losing roughly 10% of its U.S. volume from 2005 to 2013, the category-leading brand managed to return to growth in 2014. Cuervo further solidified its U.S. turnaround with an estimated 4.3% rise to 3.6 million cases last year, according to Impact Databank, making it the market’s 13th-largest spirits brand. The brand’s recent growth has been driven in part by premiumization trends, with Jose Cuervo ramping up focus on its upscale, 100%-agave Jose Cuervo Tradicional range in recent years. —Christina Jelski

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