Jose Cuervo launches next phase of global multi- platform ‘Who’s In?’ campaign via Albion London

Jose Cuervo, the world’s No1 tequila, has launched the next phase of its international, multi-platform ‘Who’s In?’ campaign, which celebrates its core consumers around the world…the ‘Instigators’ via Albion London

Under the rallying call of ‘Who’s in?’ the digitally-led campaign uses the animal kingdom to take a firmly tongue-in-cheek look at the antics of these ‘Instigators’ and their circle of friends on a typical night out.

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Incorporating a range of viral videos, alongside an international programme of social media activity, the campaign also represents Jose Cuervo’s first foray into product design through the international launch of the brand new Howl app.

Says Anja Weise-O’Connor of Jose Cuervo International: “This latest development of the ‘Who’s in?’ campaign further strengthens our recognition of the Cuervo instigator – one of life’s characters and often the catalyst for bringing together friends and Cuervo tequila. This campaign has been created to celebrate their spontaneity and lust for life by holding up a humorous mirror to the ‘before, during and after’ of a good night out.”

The #PartyAnimals ‘Howl’ app, which is built on the Foursquare API and uses in-app SMS functionality, allows users to create virtual ‘packs’ of friends and, once out for a night, broadcast their location to the specified pack by sending out a ‘Howl’ direct from their phone. The app has been designed to allow instigators to harness mobile technology to bring groups of friends together more often and more spontaneously.

Adds Weise-O’Connor: “The objective of this app is to give our instigators all over the world a real practical tool to “call out the pack” in a moment of genuine spontaneity. It creates the ‘Who’s In?’ moment.”

She said the #PartyAnimals campaign is the latest example of Jose Cuervo’s strategy of using innovative and engaging online marketing to set the spirit apart from its rivals. 

Created by digitally-led creative agency, Albion London, the campaign is set to launch in Australia and South Africa. The app is available as a free download through the Apple Store and Google Play store.

Think Spirits is the local distributor for Jose Cuervo Tequila.

They are spearheading the marketing push in Australia working along-side LAVA communications www.lavacoms.com & social media practitioner, Dan Stewart.

Created by: Albion London

Social Media: LAVA communications