It's hard to believe George Washington was a fan of tequila, but that hasn't stopped Jose Cuervo from using the founding father in its marketing for National Tequila Day this year.
In a campaign from Crispin Porter & Bogusky, the brand is putting a glass of tequila into the hands of a George Washington statue at Washington, D.C.'s National Harbor, beside a table with a bottle of Jose Cuervo Tradicional. Meanwhile George Washington is also taking over Jose Cuervo's social feeds for the day, as the brand posts photos and videos featuring paintings of the president and his apparently favorite tequila.
Cuervo is also asking people to "have a drink on George" (well, kind of) by handing over a $1 bill in exchange for a shot of tequila at participating bars in Chicago, Houston, Orlando, San Diego, and Washington D.C.
While there's no actual historical connection between Washington and Cuervo, the brand and agency saw in National Tequila Day as an opportunity to bring two respected "fogies" together.
"Not many folks are aware Jose Cuervo was actually the founding father of tequila," explains CP+B L.A. VP-Creative Director Jeff Seigel. The brand's Tradicional hit shelves 220 years ago.
"So we thought, 'Who better to announce it than another founding father? And what better day than National Tequila Day?'" he says. "In the end, our founding father choice came down to a coin toss between George Washington and Thomas Jefferson. Since GW was on the coin we tossed, he won. Had we tossed a nickel, it might've been a different story."
It's not quite as innovative as the brand's campaign last year that saw it installing tequila drinking fountains in L.A.--but perhaps the incongruity of George Washington and tequila could get people talking (or the fact that some might disapprove of the revered founding father toasting with a bottle of hard liquor). But for hardcore tequila fans, the $1 shots will doubtless prove popular.