Jose Cuervo Launches New Integrated Campaign

Jose Cuervo, the world's best selling tequila, has partnered with three-time World Cup participant Alberto Garcia Aspe to launch a new campaign centered on Mexican pride. The campaign uses soccer as a basis for delivering its message of social responsibility to its Mexican consumers.

The campaign features the highly-popular soccer player saying, “As a soccer player and team captain I always tried to be a role model on and off the field. Now my goal is to motivate the fans and remind them that, to us, living life responsibly is not an option, it is a tradition." The campaign’s slogan is “Mexico, You Always Have it On,” which presumably speaks to the social responsibility theme rather than to the ubiquity of the popular tequila.

The new campaign, which launched January 31st, incorporates TV, print materials, interactive, point of sale, events, and experiential marketing to drive its message.

The first phase of the launch is scheduled to begin in February and coincides with the USA-Mexico match taking place in Houston, Texas. Cuervo Tradicional will present its new television spots which will be broadcast by Fox Sports en Espanol, Galavision, Azteca America, ESPN Deportes and the Discovery Network.

Recently, these same Jose Cuervo Tradicional social responsibility spots were the first spirits advertising permitted by the Spanish language cable channel Galavision and national cable giant ESPN, breaking new ground for the spirits industry.

The campaign also includes a public relations program and radio spots scheduled to air on the leading radio station in Texas, California, Illinois and Colorado throughout the year.

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