Jose Cuervo - Cinge

AD: N/A CW: Tom Sabiel

Cinge Launch

Launch

Proximo tasked us with supporting the launch of a new product, Jose Cuervo Cinge. The cinnamon-infused tequila was to directly compete with Fireball as the go-to cinnamon spirit. The scorpion logo represents the heat and sting of a desert arachnid, which could be expected from the new tequila as well.

During its first eight months on market, social media was its only means awareness. So, we got creative. We hired a scorpion handler for a photoshoot and channeled the horror film "The Ring" to tease the new product in a launch video, created on my iPhone.

Teaser Video

We decided that the best way to tease the new tequila was through fear and intrigue. Scorpions have a way of making people squirm. Our approach to introducing the product was challenging fans and asking, "are you brave enough?" The teaser video was shared across all platforms. As of our final day on the account, the video was second in both views and engagement behind only the Kiefer Sutherland rebrand spot commercial, "Have A Story."

(Purposely silent)

Social

Over the next several months, we educated the Cuervo fan base on the new product in a variety of ways using the hashtag #GetStung.