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.
Execution: Targeting the Right Moments
Our campaign spanned six months, utilising data to place Jose Cuervo at the heart of dating culture. We strategically chose platforms like Tinder, ARN, Spotify, Meta, and Snapchat, where our audience spent time socialising and engaging with content. We knew from our data insights that these were the moments when Generation Z was most open to trying new beverages, especially in a social setting.
Creative assets produced in-house were designed to enhance this connection. We used audio, video, and display ads that aligned with dating scenarios, from pre-date jitters to post-date celebrations. Every piece of content, from Spotify playlists to Tinder swipe ads, reinforced the message that Jose Cuervo Sparkling Margarita was the perfect companion to the modern dating experience.
By mapping out each touchpoint along the customer journey – from awareness to conversion – we ensured that our audience engaged with the brand at the most relevant times. Our creative direction capitalised on Generation Z’s rituals around dating, creating a seamless connection between their social lives and the brand’s key message.
Results: Data in Action, Tangible Impact
Our data-driven strategy exceeded every expectation, surpassing key performance indicators across multiple platforms. Here’s what we achieved:
– 9 out of 14 media channels surpassed KPIs, with outstanding results on Spotify, ARN, and Meta, delivering 50-75% more efficiency than projected.
– This led to a 179% increase in sales of Jose Cuervo Sparkling Margarita, cementing its place as a staple of Generation Z’s social rituals.
– Male engagement on dating platforms reached historic levels, a direct result of our highly targeted media approach on platforms like Tinder.
– The success of this campaign led to dating becoming a core theme of Jose Cuervo’s global marketing strategy, influencing strategic decisions and new partnerships with Tinder at a global level.
The results were clear: our data-driven targeting not only drove engagement and sales but also transformed how Jose Cuervo approached their audience globally. By creating a meaningful connection between dating culture and Jose Cuervo Sparkling Margarita, we carved out a niche that no other brand in the white spirits market had touched.
Conclusion: Data-Driven Success in a Competitive Market
The Jose Cuervo Sparkling Margarita Media Campaign is proof of how powerful data can be when used to strategically align a brand with cultural moments. By tapping into the dating habits of Generation Z, we positioned Jose Cuervo as more than just a drink – it became an essential part of the modern dating experience.
At Awaken, we don’t just create campaigns – we build strategies backed by real-time data insights that deliver measurable results. This campaign didn’t just drive awareness – it sparked a 179% increase in sales, positioning Jose Cuervo Sparkling Margarita as the drink of choice for Generation Z’s social rituals. With data guiding every decision, we transformed brand perception, connected deeply with our audience, and created lasting impact.
Thank you…