Purple Creative Captures Refreshment Moments in Jose Cuervo’s Summer Campaign

Purple Creative have recently launched a dynamic summer campaign for Jose Cuervo, the world’s No.1 tequila. 

Focusing on versatility, the campaign shows how tequila can be enjoyed in so many new and refreshing ways throughout the summer – the perfect and more colourful alternative to more traditional mixed drinks.

“This is such a fun and refreshing campaign! Purple have really captured the energy, excitement and vibrancy that tequila can bring to every occasion – Cuervo really is the perfect alternative to gin or vodka in the summer.” said Aileen Cotter, Jose Cuervo, global brand manager.

Tequila has been the on-trend spirit for several years now, enjoying double digit growth, and taking the world by storm for its range of nuanced agave flavour profiles. The paloma and the margarita have consistently been globally cited in the top five most popular cocktails. But despite this, there’s still a long-held cultural perception, especially in Europe, that tequila is the spirit to drink at 2am (usually in a nightclub!) as a shot with salt and lime – a misconception that Jose Cuervo wanted to break.

The concept focuses on the refreshment and enjoyment moment of three key tequila long drinks, amplified through expressive typography in print and digital. There are even a series of fun, experiential campaign extensions, like summer fans, rubber rings, deck chairs and refreshment trikes. The imagery evokes chilled out, summer vibes with bold and bright palettes that match each featured cocktail, all bringing the joy of drinking Cuervo to life in a dynamic way.

“Sometimes it’s the simplest concept that has the most impact and answers the refreshment insight perfectly. As well as pushing versatility, the campaign had to be flexible and inspirational, to encourage global markets to use it in all channels and in different fun ways – hopefully we’ll be seeing it on everything from the beach to digital banners this summer!” said Gwyn Edwards, Purple creative director.

As well as key vibrant social assets, Purple Creative brought the Jose Cuervo fun to life in OOH and on-trade POS.

The summer campaign went live in Q2 2024.