Cuervo channels soccer to reach Mexican Americans

NEW YORK: Jose Cuervo is targeting Mexican-American consumers with its new campaign, which taps into cultural identity through their love of soccer.

NEW YORK: Jose Cuervo is targeting Mexican-American consumers with its new campaign, which taps into cultural identity through their love of soccer.

Called "Mexico, You Always Have It On," the effort, which features Mexican soccer star Alberto Garcia Aspe, officially launched at the USA-Mexico game which took place on February 6 in Houston. Jose Cuervo is the official sponsor of the Mexican National Soccer Team in the US.

"In Mexico, Jose Cuervo Tradicional is the number-one super- premium [tequila]," said Toby Whitmoyer, brand director for Jose Cuervo Portfolio, which includes ready-to-serve cocktails and the company's tequila brands. "In the US, we feel we should be targeting the same large swath of the legal-drinking-age consumer."

The effort, which is slated to continue for multiple years, will include on-site presence at major soccer events and media outreach featuring Aspe, whose role will evolve during the campaign.

The initiative will also tie the team uniform into the common values of Mexican Americans.

"Social responsibility is defined as taking care of family, hard work, participating in the community, [etc.]," said Whitmoyer. "It's actually about the Mexican-American way of life."

The campaign will center on the bond Mexican Americans feel with their native country's soccer team. The campaign title refers to the team's jersey, which will be featured prominently in the effort's marketing materials.

"For the Mexican-American consumer, the soccer team is a passion point," said Whitmoyer.

According to the most recent Census Bureau numbers, Hispanics are the largest and fastest-growing minority group in the US, currently totaling about 44 million. The bureau estimates that 64% of Hispanic households in the US are of Mexican origin.

"Tequila is a kind of national beverage," noted Whitmoyer. "This is a group that we want to communicate effectively with, [using] messaging that resonates with the cultural experience."

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