Face-value campaign for Cuervo
A new campaign for Jose Cuervo plays on the different facial expressions people have after drinking a shot of tequila.
Tequila Face from Diageo Great Britain, is aimed at creating enjoyment of the drink within a group setting. The campaign, beginning this month, includes Tequila Face kits, which will be rolled out across 1,250 UK outlets until December, and digital activity.
As part of the kits, the company will also be giving away 250,000 consumer "movie prop" prizes such as aviator shades, black skinny ties and T-shirts.
In addition, 55 outlets will receive a visit from the experiential "production crew" who will create a Tequila Face film set in the bar for one night only. Consumers will then be invited to text in a photo message of their group tequila faces for a chance to win a trip to Mexico with a group of friends, armed with their own film-making equipment.
"The new Tequila Face campaign is all about creating fun, memorable group moments around the Cuervo shot experience and has the look and feel of popular British movies such as Snatch and Lock, Stock and Two Smoking Barrels," said senior brand manager Emma Sherwood-Smith.
"We hope the campaign will increase brand awareness, engage our key consumer market and drive sales of tequila within outlets in the UK."
