JOSE CUERVO
One Round in the Octagon
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Brand Idea
One round in the octagon
We put real Cuervo sh!t talkers to the ultimate taste test. If they couldn’t pick out Cuervo in a blind taste test, they had to go one round in the Octagon with heavyweight champ Tom Aspinall. It’s unscripted, intense, hilarious, fun.
Challenge
Cuervo faces steep quality perception issues. Only 1 in 5 people says Cuervo is “high quality” or has a “smooth taste.”
Insight
Cuervo sh!t talkers are full of sh!t. People say they hate Cuervo, but are happy to drink it when they don’t see the name on the bottle.
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Play Case Study
87%
Positive Social Sentiment
1 IN 4
viewed the full 4-minute YouTube ad
4M+
Views
% LIFT
in smooth taste & high quality perceptions
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