Cuervo Tradicional Suits Up for Mexican Soccer
Tequila maker Jose Cuervo has launched a brand promotion centered on its sponsorship in the U.S. of the Mexican National Soccer League and featuring as brand ambassador three-time World Cup player Alberto Garcia Aspe.
The campaign, timed for the U.S.-Mexico qualifying match taking place today at Houston’s Reliant Field, includes new packaging for Jose Cuervo Tradicional, the first tequila created by the Cuervo family and the top-selling 100% agave reposado tequila in Mexico. The new bottle sports the jersey colors of the Mexican national team along with the Mexican flag.
The packaging will be featured in new TV spots stressing national pride and responsible drinking under the slogan “Mexico, You Always Have It On.” Aspe will appear in the spots, which will be broadcast on the several networks covering the game, including Fox Sports en Espanol, Galavision, Azteca America, ESPN Desportes and The Discovery Channel.
“Jose Cuervo Tradicional is proud to represent the rich history of Mexican culture and shares a deep sense of identity with the Mexican national soccer team,” said Toby Whitmoyer, Cuervo Portfolio brand director, in a statement. “We put on our team’s jersey to focus on our shared values.”
The sponsorship, slated to extend over the next two years, will also include print and interactive advertising, P-O-P and experiential marketing events. Cuervo will sponsor an aggressive public relations program around responsible drinking and will place PSA radio spots on stations in Texas, California, Illinois and Colorado throughout 2008.
