Jose Cuervo

The global leader in tequila understandably wanted the same level of success and brand loyalty in Japan as they earned in the rest of the world. We leveraged a seasonal opportunity to set this plan in motion.

OPPORTUNITY

Jose Cuervo is the world renowned tequila brand with over 35% of the market share. They wanted the same recognition in Japan and were looking for creative ways to encourage people to drink their tequila with seasonal marketing activities.

SOLUTION

With the great amount of excitement surrounding Halloween time in Japan, we found it fitting to hold a 'day of the dead' kick off event, paying tribute to the brand’s origins. This was a full production at 1 oak where we designed and executed 3d mapping installations, decorations and other art alongside booking local talent. We made sure the event had a fully loaded PR campaign behind it, and invited press and influencers. In addition, we created a video teaser which promoted a happy hour concept that was used in bars throughout Japan.

RESULT

The 'day of the dead' event was extremely successful, with over 1700 guests in attendance. The PR coverage on this event reached 1000s of impressions and interactions. Furthermore, the video campaign ran for 2 months and resulted in a massive spike in the sales and consumption of Jose Cuervo.