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Tequila Centenario
The Angel That Unites Us
Music
Mexico
2021
Marketing
Context
A Tribute to Mexico Through Tequila and Cumbia
In 2021, Jose Cuervo launched one of its largest and most ambitious campaigns to promote one of its flagship products: Tequila Centenario. This campaign achieved significant reach and brand recall through a musical partnership with one of Mexico’s most important groups of the last three decades (who are also a global benchmark in our music): Los Ángeles Azules.
Objective
To transform the essence of the alliance between Tequila Centenario and Los Ángeles Azules into memorable experiences during the second half of 2021, generating amplification and providing a fitting conclusion to the success of the song and commercial created for national TV and social media.
Challenge
The song was already a huge success, but we needed to take it further and create experiences to turn this tribute to Mexico, tequila, and cumbia into a continuous grand celebration.
The Idea
We executed 3 impactful actions: a surprise concert at Multifamiliar Miguel Alemán, one of the most iconic locations for Mexico City families; a concert to celebrate Mexico and Los Ángeles Azules at the Auditorio BlackBerry (where the most ardent fans were the guests of honor); and the launch of a special edition of Tequila Centenario.
How did we achieve it?
As a first action, we held a surprise concert in one of Latin America’s largest housing complexes: Multifamiliar Miguel Alemán. We set up a stage in the main courtyard of the complex, and at 5 PM, Los Ángeles Azules began to play, bringing a great moment to all the residents who, from their windows and balconies, danced to the rhythm of cumbia and shared a moment of joy.
Undoubtedly, Los Ángeles Azules’ fans were key to the campaign and its excellent reception. That’s why we decided to undertake a second action to reward them with a concert at the Auditorio BlackBerry, as they had waited over two years of the pandemic to finally enjoy and dance to their favorite group again. And there was no better date to do it than September, allowing us to leverage our national holidays and turn the concert into a celebration honoring Mexico and Los Ángeles Azules.
To offer the best experience from arrival, we created the Centenario Tour, where attendees could take a Turibus ride through the city’s main streets, sample Tequila Centenario, and arrive at the Centenario Red Carpet, a golden carpet that welcomed them as guests of honor. We designed a lobby with a photo opportunity installation for them to take pictures and, most importantly, the Centenario Zone: a space with furniture, an exclusive bar, and personalized service to enjoy the celebration at all times.
A tribute to Mexico through tequila and cumbia.
