Launching new Jose Cuervo label through experiential brand activation
Led the launch of a new Jose Cuervo label through a creative, trade-led campaign that repositioned tequila beyond traditional consumption and sparked renewed consumer interest.
INVOLVEMENT
Full Time
CREDITS
Strategy & Concept: Priska Oroz
Event Management: Colony
PR Agency: Zeno Group
Pastry Chef: Charins Chang
BRAND / COMPANY
Jose Cuervo
YEAR
2018
PROJECT SUMMARY
This project focused on the launch of a new Jose Cuervo label, supported by a creative brand campaign designed to challenge how consumers typically experience tequila. The goal was to refresh brand perception in a crowded market by introducing a more playful and unexpected way to engage with the product, while maintaining credibility with trade partners.
I led the campaign strategy and concept development for the new label launch. This included shaping the creative direction, overseeing the rollout of updated packaging, and coordinating brand activation efforts across PR, events, and trade. I also managed external partners, including the PR agency, event team, and a pastry chef collaboration, ensuring all elements aligned with the brand’s positioning and commercial goals.
CHALLENGE
Tequila was often perceived through a narrow lens, and the category was crowded with similar messaging. The brand needed a way to stand out while still appealing to both consumers and trade partners.
APPROACH
I focused on reframing how Jose Cuervo could be experienced. Rather than pushing traditional consumption moments, the campaign introduced tequila in a new context through a collaboration with a pastry chef who created tequila-infused chocolates. This allowed the brand to show versatility without relying on novelty alone.
The new label design supported this shift, giving the campaign a clear visual anchor. PR and events were used to amplify the story, creating conversation across consumer and trade audiences.
OUTCOME
The campaign generated strong engagement and positive feedback, helping refresh Jose Cuervo’s brand presence in-market. The new label launch and activation approach increased interest and social engagement, and positioned tequila as a more versatile spirit without distancing existing consumers or trade partners.
