Tequila brand Jose Cuervo will next week release an international multi-platform campaign which it will focus on what it describes as ‘one of life’s universal characters’, The Instigator.
Breaking in the UK on 23 October on ITV during its Champion’s League match, the ‘Who’s In?’ campaign has initially been released online.
Created by Albion London, the 60 second advert will be supported online and through experiential activity.
Peter Gutierrez, managing director at Jose Cuervo International said that the campaign aimed to tap into the universal insight around friends and tequila - that every group has an instigator who makes things happen and that their sense of spontaneity can create a ‘Cuervo Moment’.
“That Cuervo Moment exists everywhere…from Tokyo to Cape Town, London to Sao Paulo, Madrid to Bogota. ‘Who’s In?’ is our global call to action. Cuervo may be the oldest, biggest, and most famous tequila in the world, but we never lose our sense of who we are and of how we fit into people’s lives,” added Gutierrez.
The second phase of the campaign will see the launch of the ‘Who’s In?’ button online, in a partnership with Time Out and Skiddle.com that has been integrated with Facebook which allows instigators to invite friends to create their own unique night out.
The button also uses Foursquare and Instagram to offer details of local bars and restaurants. Through Vice and Spotify, bespoke play lists can also be created.
The 30 second version of the ad has been rolled out on YouTube, with the longer version set to be seeded online.
Jason Goodman, CEO of Albion London, commented: “The Cuervo brand is all about the ‘here and now’. The ‘Who’s In? campaign we have created with Peter and the team brings this brand truth to life, and in doing so ‘hands over the controls’ to our consumers. The platform around this campaign is really exciting.”