Program Overview
When the world’s best-selling tequila brand introduces a new spirit, it needs an introduction like no other. As part Jose Cuervo’s #GetStung promotion highlighting their new cinnamon infused tequila, Cinge™, Eventus was brought on to create memorable experiences at key on and off-premise sampling events.
Challenge
You can talk a big game, but when it comes to tequila flavor can’t be explained, it must be experienced. For Jose Cuervo Cinge™, we were challenged to take sampling to the next level by tying the taste experience to the brand name. This shouldn’t just be an opportunity to try Cuervo Cinge™, it needed to be a chance to experience the world of the Jose Cuervo.
Our Solution
In 17 markets over the course of 7 weeks, we made Jose Cuervo Cinge™ the drink everyone was raving about across on and off-premise events. Cinge™ girls welcomed bar goers at the entrance of each venue and invited them to step into the world of Jose Cuervo. As consumers stepped into the experience, they were handed a Cinge™ shot to “Spark their Night” and get the party started. Next, they received a Cinge™ bracelet they could use to get the night going with an additional Cinge™ mixed drink or shot from the Jose Cuervo Cinge™ branded bar. We also passed out plenty of swag, including t-shirts, key chains, and shot glasses to keep Jose Cuervo Cinge™ top of mind long after the event wrapped up.
Results
Across a total of 1,190 events, we distributed more than 238,000 samples, giving consumers an unmatched opportunity to experience the unique taste of Jose Cuervo Especial® Cinge™ Tequila and to entice them to purchase. We also kept the energy high at each event by distributing over 110,000 premiums.
