Jose Cuervo are Mexico’s biggest and oldest tequila brand. So they wanted to align themselves with Mexico’s biggest and oldest festival – The Day of the Dead.
We created a new Jose Cuervo Day of the Dead identity. This fell under the new positioning of, “Bare your Soul”, the idea that this was the one time of year when the dead and the living would celebrate together, allowing them both to truly bare their souls. We rolled this out worldwide through outdoor, activations, POS and sponsorship.
To create this campaign we collaborated with a host of world class artists in their fields. Such as Dirk Rees, Happy Finish and I Love Dust.