jose cuervo
Go Off This Cinco
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Brand Idea
go off this cinco
Cuervo Dumb Phones: The hottest tech innovation of 2023. Lo-fi flip phones launched to help Gen Zs go offline, go out and have unplugged, IRL fun on Cinco de Mayo.
Challenge
Faced with declining relevance among young spirits drinkers, Cuervo needed to do something meaningful to endear the brand to Gen Zs.
Insight
58% of Gen Zs say they want to cut down on their screen time, which distracts them from being in the moment.
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28K
Contest entries (22x more than prize fulfillment goal)
7%
Growth in social following
#1
Earned share of voice across all campaigns
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