Jose Cuervo wants to make a new name for itself as a mixed drink: Cuervo & Ginger. "We're trying to educate the consumer that Cuervo Gold, in addition to being drunk as a shot or in a margarita, can be sipped as a refreshing and very masculi
Published on May 11, 2005
Jose Cuervo wants to make a new name for itself as a mixed drink: Cuervo & Ginger. "We're trying to educate the consumer that Cuervo Gold, in addition to being drunk as a shot or in a margarita, can be sipped as a refreshing and very masculine mixed drink," explains VP-business development Matt Winslow at agency Ignited Minds. Hence a value-added package in a partnership with Schweppes, the first stage in a campaign aimed at males 25-29. "We came up with the Elevated Order of Cuervo, referring to the number of orders, fraternities and clubs that form any time two or more guys get together, whether it's for poker night or for a weekend in Vegas, and the C&G Society grew out of this idea," says Winslow. The package is being test marketed now in Florida and New Jersey, with a nationwide rollout planned for the summer, part of a campaign that will include "on-premise creative, events, online and other communications that are designed to build buzz around the drink and let consumers discover it for themselves, rather than hitting them over the head with abrasive messaging," he adds. In the meantime, the C&G Society Local Chapter Starter Kit "demonstrates what it means to be a member of the club, listing the recipe, premiere chapters, and throwing in complimentary pop-out coasters for good measure. We're introducing a carton that fosters camaraderie." Prior to this, Cuervo & Ginger had made the party circuit, catching a buzz at Sundance and Super Bowl shindigs as well as a New Year's Eve bash in Miami hosted by the very masculine Mark Wahlberg. See www.cuervoandginger.com for more.