Cuervo Tradicional

GDL es Tradicional

Digital Marketing

Guadalajara

2012-2016

Digital

Context

Tapatío pride flooded Instagram

Cuervo Tradicional was not connecting with young people in Guadalajara. The target audience felt the brand was distant and disconnected from their current reality, so we sought ways to strengthen its position again in this key city.

We decided to reconnect with consumers, more strongly than before and through natural media for the target audience: Social Media, primarily Instagram, and amplify this effort through BTL.

Objective

Create a comprehensive platform that would connect and bring Cuervo Tradicional closer to young people in Guadalajara and ignite pride in being tapatío, in one of the most representative and important cities for the brand.

Challenge

How to reconnect Cuervo Tradicional with young people in Guadalajara? An action was needed that would generate identity but, above all, speak their language naturally.

The Idea

We analyzed everything that could be meaningful to the target audience (music, celebrities, places, and experiences) and discovered that people in Guadalajara feel enormous pride in their tapatío identity.

This way we thought of creating a movement that would ignite pride in being tapatío; a tribute made by its people through the brand, thereby creating a powerful bond of affinity and local identity.

GDL es Tradicional