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February 22nd marks a big day in every tequila lover's calendar: National Margarita Day. So Jose Cuervo briefed us to develop an integrated, creative campaign that showcased it as the perfect tequila for a margarita, as well as highlighting the brand’s fun, bold and colourful personality.
The Big Idea
Jose Cuervo’s audience love taking something classic and making it personal to themselves. So, for National Margarita Day 2023, we created the ‘Margarita Matchup’ – an online platform allowing users to find their unique margarita based on their personality.
Working in partnership with celebrity psychologist Jo Hemmings, and Jose Cuervo’s Tequila Educator Maria Modafferi, we crafted an online personality quiz with more than 300 unique margarita outcomes.
From the type of tequila and flavour to garnish and ice, each margarita was tailored specifically to different answers right down to the glassware. The service was teased on social media in the run-up to National Margarita Day, creating build-up and excitement ahead of the big day.
We launched the platform on the 22nd with a competition for fans to win their unique serve, driving social engagement, follower acquisition and traffic to the Margarita Matchup microsite where users could click through to purchase. The story was also sold into media, alongside hero recipes and content created as part of the campaign.