In October 2012 we introduced Cuervo’s latest ‘Who’s In?’ campaign. Launching internationally across TV, online and featuring unique experiential activity in each market, the campaign focusses on one of life’s universal character-types; the instigator.
The world is a place that works in straight lines, a place populated by herds and governed by the gravity of a long-held belief, for example that the only spirits to be seen drinking are vodka or whisky, or that tequila is just for parties and shooting. 1800 Tequila holds that it is the people who carve their own path, who wave goodbye to the herd and who defy the gravity of convention that make the world interesting. We branded and positioned 1800, Cuervo’s super premium tequila, to reach this market and show that this drink is one for savouring, and will make you think differently about tequila.
Valdemar Domingos 