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
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 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.