Introduction to Jose Cuervo’s New Campaign
Jose Cuervo, a widely known tequila brand, has launched a novel campaign called "History in a Bottle" in collaboration with McCann New York and LAIKA. This campaign takes a special approach by incorporating a message-in-a-bottle theme and augmented reality.
The Message Behind the Campaign
The campaign is designed to reflect Jose Cuervo’s 219-year history, highlighting significant events reminiscent of a volcanic eruption that enriched the soil for the brand’s agave plants, the brand’s role in relieving America from the Prohibition era, and the invention of the margarita. The campaign also touches on the celebration of Cinco de Mayo and even mentions bikini volleyball.
Campaign Strategy
The campaign includes TV ads and a YouTube homepage takeover. Additionally, an interactive augmented reality app allows users to explore the brand’s history in a novel way. By downloading the app, users can hover over a bottle of Jose Cuervo Tradicional and unlock an interactive experience.
How the App Works
When a user hovers over the bottle using the app, the bottle’s body transforms right into a scene from the brand’s history, reminiscent of the bar where the margarita was invented. Users can then learn more concerning the historical significance of the scene, share it on social media, take a screenshot, or visit the YouTube channel to observe the TV spot. The app also allows users to go to the Cuervo Distillery scene from the spot.
Testing the App’s Limits
Initially, it was unclear whether the app required a real Jose Cuervo bottle to operate. However, after testing, it was confirmed that the app only works with an actual Jose Cuervo bottle, which is a clever move by the brand to encourage sales and engagement.
Media and Resources
To learn more concerning the campaign, users can watch the TV spot on YouTube or explore the "How the App Works" video for a deeper understanding of the technology behind the campaign.
Conclusion
The "History in a Bottle" campaign is an revolutionary approach to storytelling and brand engagement. By combining a wealthy history with cutting-edge technology, Jose Cuervo has created a novel experience that sets it other than other brands within the industry. The campaign’s use of augmented reality and interactive elements makes it appealing to a younger audience and provides a fresh perspective on the brand’s heritage.
