Create a suite of imagery that captured the unique energy of tequila for use at the point of purchase.

Our insight was that every group of friends has a ringleader – they function as the organiser and often prompt the group to try new things and visit new places.

Our strategy was to target this “instigator” in every group, and remind them that tequila was a great way to unite their group for a great time together.To ensure our depiction had credibility, we cast a real group of friends and poured some José Cuervo.

We received excellent feedback and were able to execute in many venues that ordinarily refuse point of sale. Cuervo Tequila also had one of it's most successful years ever in Australia.