Jose Cuervo toasts New Year with musical stuntBy Becky Paskin
Memories of New Year’s Eve are fading fast, but Jose Cuervo is still keeping us in the festive mood with its musical Auld Lang Syne “Cuervosel”.
The Tequila brand created a rotating musical instrument out of 57 bottles, a vacuum cleaner and microphone that plays the traditional tune as it spins around.
Produced in partnership with New York brand agency McCann Erickson and production company Fall on Your Sword, the marketing stunt communicates how a New Year’s toast is not just for Champagne.
A spokesperson for McCann told Ad Age: “As far as alcohol goes, Champagne flutes, popping corks and bubbly kind of own the night on New Year’s Eve, so Cuervo needed a way to mark the occasion in a uniquely Cuervo way.”
The Cuervosel will be marketed on Jose Cuervo’s social media channels, including Facebook, Twitter, Instagram and YouTube.
The stunt continues McCann’s innovative and creative marketing campaigns since being appointed by US owner Proximo Spirits, on behalf of Cuervo International, in 2013.
In April last year, McCann introduced an augmented reality smartphone app that gave users an opportunity to discover the brand’s history by scanning a bottle of Jose Cuervo Tradicional with their phone.