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Josè Cuervo

Creativity | 1 year, 8 months ago


Pitch

PITCH

Creativity

TargetSUMMARY

After nearly two-and-a-half years of partnership, McCann New York has resigned from their account with US leading tequila brand, Jose Cuervo. "Today we notified our Jose Cuervo client that we have decided to end our relationship," agency president Chris Macdonald wrote in an internal email to McCann staffers. The decision to cut ties was based on "a variety of factors, including financial," Macdonald said. "The great news," he added, "is that there are lots of opportunities across the spirits and beer categories… get ready!" McCann's most recent work for Cuervo was a stylish riff on the Rolling Stones' debaucherous 1972 concert tour, informally known as the “Cocaine and Tequila Sunrise tour.” The ad’s nostalgic theme could be interpreted as aiming at the Baby Boomer demographic, but as explained by a McCann spokeswoman to adage, it actually aims to engage millennials.

PITCH BRIEF

TargetTARGET | Insights on Millennial Social Drinkers

Beverege Alcohol Purchases Vary By Age Group

Nielsen's research on drinking habits by age group

Source: Nielsen

Distilled Spirits Council Industry Review

2015's Distilled Spirits Council Industry Review

Source: Distilled Spirits Council

Millennial Social Drinkers

Cubeyou's original research about Millennial Social Drinkers in the U.S.

Source: Cubeyou


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