The new outdoor and print ad campaign, from Grybauskas Beatrice, New York, will retain the bright visuals of current ads and introduce fictitious stories describing good times involving Cuervo.
`KICK IT INTO CUERVO'
The new tag, "Kick it into Cuervo," replaces "Cuervo Gold: untamed spirit."
Y&R Advertising, New York, handles media buying.
"Everyone has their own Cuervo story," said Ted Hissey, general manager-Cuervo at the Diageo unit. He added that contests inviting consumers to write in about their tequila experiences may follow.
Diageo is targeting 21-to-35-year-olds with the campaign, Mr. Hissey said.
Cuervo is a hot brand in a hot category.
Driven by the growing popularity of Tex-Mex food, tequila sales grew 6% in 1996 to 5.3 million cases, according to industry magazine Market Watch, in the most recent available figures for the category. Cuervo represented 47% of sales; Domecq Importers' No. 2 Sauza represented 21%.
Last year, Cuervo continued to grow in a flat market, with sales climbing 7.8% to 2.8 million cases, according to Impact, sister publication of Market Watch.