NEWS: Consolidated hired to soften tequila’s image

International Distillers and Vinters (IDV) is launching a PR drive for its Jose Cuervo tequila designed to counteract the spirit’s wild image and focus on brand quality and heritage.

International Distillers and Vinters (IDV) is launching a PR drive for

its Jose Cuervo tequila designed to counteract the spirit’s wild image

and focus on brand quality and heritage.



The drinks giant has hired Consolidated Communications to execute the

youth campaign, following a credentials presentation to IDV’s UK PR

manager Jean Crossley.



The initial programme will run until the end of IDV’s financial year in

October, after which Consolidated will continue to work for a further 12

months.



The campaign kicks off with a sales support and promotional programme

for the bar and club trade.



Consolidated will then execute a series of ‘style culture’ sponsorships

and product placements targeting affluent, urban 18-25 year-olds in

London, Manchester and Glasgow.



‘Our brief is to underline the superior quality and heritage of Cuervo,

without losing sight of the nonchalant exuberance of tequila drinking in

general and Cuervo Gold in particular,’ said Consolidated director Tom

Wells.



Wells added the drive will counteract the traditional associations of

tequila with wild drinking and the notorious ‘tequila slammer’ as they

can ‘obscure the pleasures of genuine, high quality tequila’.



Consumer PR for Jose Cuervo was previously managed in-house by Crossley

and a press and PR officer.



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