Shattering Consumer Expectations

The smooth taste of silver tequila was gaining popularity in the US market. In order to retain its leadership in the tequila category, Jose Cuervo was about to get into the game by launching "Silver," an incredibly smooth new 100% blue agave tequila that tested at or above other higher-priced silver tequilas. To get this claim out there, we developed, executed and activated one smooth sampling program.

The :30 spot seen below had a targeted media buy on ESPN, Comedy Central,
Spike, FX and The Daily Show with John Stewart. The treatment immersed the viewer into a
surreal world of ice, then explosively reveals Cuervo Silver as the chilled shot experience that shatters everyone’s perception of what they thought Cuervo tasted like.

The broadcast made such an impression on consumers, Jose Cuervo invested media dollars
three quarters beyond the initial buy and also had us develop an SR version.

The results shattered everyone's expectations. To this day, the spot is
talked about in the halls of Diageo as the one of the most effective and successful conversion
driving commercial they have produced.

↑Back to Top