In this session...
In 2020 Jose Cuervo sought out to regain relevance with younger spirits drinkers by scrapping a TV-led, mass media buy in favor of a more one-to-one, engagement-minded approach. But just as we were about to kick off our first campaign, the world came screeching to a halt. And we had to solve a whole new problem: what does “engagement” even look like when everyone’s trapped at home?
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Join CMO of Proximo Spirits, Lander Otegui, and CEO of Mekanism Jason Harris as they discuss how the highest selling tequila brand is using soul + science to regain relevance among young spirit drinkers in the modern era.
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What You'll Learn from This Session...
- How the highest selling tequila brand regained relevance
- How to find the Soul + Science of a brand
- What does engagement look like during a pandemic
