When Jose Cuervo approached us, they wanted to make a bold move in the crowded white spirits market, targeting the elusive Generation Z audience. Our challenge? To position Jose Cuervo Sparkling Margarita as the go-to beverage for dating moments and social occasions, shifting preferences away from white spirits and establishing tequila’s presence in a new space. With the help of game-changing data insights, we crafted a campaign that didn’t just grab attention – it made Jose Cuervo the beverage of choice for dating culture.
The Challenge: Owning the Dating Moment
In a highly competitive market, we knew that standing out required more than traditional media placement. Our research revealed that Generation Z’s dating culture offered untapped potential. They socialised over drinks before, during, and after dates, making these moments pivotal for brand engagement. By tapping into this behaviour, we sought to position Jose Cuervo’s Sparkling Margarita as the drink synonymous with dating.
The challenge was clear: convert Jose Cuervo’s reputation from a party staple to a drink that enhances intimate, social experiences linked to the dating scene. We needed to use data strategically to reach Generation Z at their most active and socially engaged moments.
Strategy: Data-Driven Insights into Generation Z’s Dating Habits
Our data-driven strategy began with an in-depth research workshop with Jose Cuervo to understand the lifestyle, habits, and media consumption of our target audience. We identified dating apps and social platforms as untapped goldmines for brand engagement – perfectly aligned with Generation Z’s interactions with beverages during socialising moments.
Using this data, we positioned Jose Cuervo Sparkling Margarita as the drink for dating, leveraging media spend on platforms that resonated most with our audience. From dating apps like Tinder to social channels like Snapchat and Spotify, we integrated the brand into the pre-date anticipation and post-date reflections of young daters. We even used quirky dating colloquialisms in our messaging, ensuring the brand felt relevant and fresh.