February 22nd is National Margarita Day. Every year we're tasked by Jose Cuervo with developing an integrated creative campaign that increases brand awareness among a core young adult audience, deepens the brand's association with the day and positions Jose Cuervo as the perfect tequila for a Margarita. We are also required to deliver an idea that entertains the audience, presents the brand as fun and vibrant and promotes the brand spirit of experimentation and refreshing one's horizons.
The Big Idea
Cocktails need shaking. But in the spirit of the brand we wanted to put a new spin on the age-old convention of mixing a cocktail in a shaker. We did that by turning to an unexpected household staple… Introducing the ‘Launderita’: a ‘washing machine’ designed to specifically mix refreshingly satisfying cocktails.
Users simply poured Jose Cuervo tequila, lemon, lime and light agave nectar into the washing machine’s drawers, hit the start button and witnessed cocktail-making conventions be completely upended in a luminous drum. Once complete, the Launderita dispensed freshly mixed ‘Citrus Bliss Margarita’ from a tap directly into a sherbet-rimmed martini glass.
The Launderita went on a hybrid bar tour to Leeds, Manchester and London, and pre-mixed cocktails were available for people to pre-order online for those that didn’t live within sipping distance of the machine.
To drive social engagement as well as follower acquisition for the campaign we ran a competition for our followers to win their own cocktails made by the machine. We used this prize to target our desired audience and drive them to the page, converting them to followers. We also teased our tour and asked our followers where they hoped the Launderita was coming next.