Cuervo Tradicional

Cada Bigote Cuenta

Marketing

Mexico

2017

Marketing

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Context

Do you have whiskers, or are you missing them?

Every year, tequila takes center stage in the celebration of Mexico’s Independence Day festivities. Jose Cuervo Tradicional wanted to take it further—toward a movement that would highlight the best of Mexico: solidarity. That is why it was decided to support, through a foundation, a cause that benefits Mexicans and, at the same time, celebrate with one of the most iconic elements of Mexican identity: moustaches.

Objective

To create a sense of identity and unity to share on social media, and thus raise funds for the SomosMex foundation, which supports Mexican migrants as they return to our country.

Challenge

How can Mexicans be encouraged to take part in this celebration and ensure the brand becomes part of the content they create and share on social media?

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The Idea

After analyzing how social media users behave in Mexico, we realized that Mexicans are very proud of their national identity. Cuervo Tradicional identified the moustache as a powerful symbol, so we leveraged it to support a social cause for Mexican migrants through a channel we use every day: social media.

Cada Bigote Cuenta