Jose Cuervo has teamed up with Latin artists to reach young drinkers. The 222-year-old brand is “under enormous pressure as consumers gravitate toward craft brands they discover on their own,” so they turned to artist Ricardo Cavolo to design a limited-edition collection of Tequila bottles, and fashion designer Carlos Campos to create a clothing line for influencers. According to a spirits consultant, the line is “beautifully done and well executed,” but this kind of campaign can be “a hit-and-miss thing because often people like artists but don’t believe [the marketing] is authentic.” (Adweek)
Reports and Webinars are limited to the Region terms of your Pro and Prime subscription, as shown in “Purchased Regions”.
- To filter all content types to individual Region(s) you have purchased, apply your Region(s) under “Purchased Regions.”
Articles, Video Updates, and News across all Regions are open to all Pro and Prime subscribers.
- To see this content for any Region, use the “Content Filter”.
