BUILDING BRAND BY DEFYING CATEGORY NORMS

Jose Cuervo is the original, most intense tequila. In a spirits category focused on bland refinement we reaffirmed Cuervo’s status as a fearless pioneer with the brand platform “Tomorrow Is Overrated.” A bold call to arms to live in the moment and disregard what awaits tomorrow. The launch spot garnered more than seven million views and a 378% spike in online brand conversation.