How Jose Cuervo Ignited a Resurgence with a New Generation

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?