Jose Cuervo ‘Vive Cuervo’ Hispanic Effort.

Jose Cuervo International announced the launch of the first-ever Spanish-language advertising campaign in the United States for Jose Cuervo Especial. The new print and radio executions were created by Dieste Harmel & Partners and retain the witty and playful tone of the brand’s “Vive Cuervo” worldwide ad campaign, developed by Arnell Group. Through messages and situations that are relevant for this fast-growing segment, the ads communicate the brand’s mischievous and liberating spirit with emotion and empathy to first generation Mexican-Americans.

Four new print ads have been created, and the first two executions, Independencia and Frontera, will begin appearing in November in a variety of national Hispanic publications, including: People en Español, Maxim en Español, Latina, Open your Eyes and Motor Trend en Español. The other two executions will rollout through 2004.

The campaign includes the following print executions:

“Independencia” uses the headline, “Celebrate Mexican Independence Every Friday,” reminding these consumers of the fun they have each year on Mexican Independence Day, which is celebrated annually on September 16th. But the line is also a reference to the independent spirit of successful Mexican-Americans and Cuervo consumers.

“Frontera” challenges consumers to cross borders – literally and culturally. The headline, “Dare to Cross Borders,” resonates with the newest Mexican-American consumers because of their daring decision to come to America, and underscores how Cuervo’s liberating spirit can make anything possible.

“Margarita y Paloma” plays off two of the most popular Mexican tequila cocktails and two women’s names: the Margarita, a drink born in Mexico and now enjoyed the world over, and the Paloma, a popular Mexican cocktail of tequila and grapefruit flavored soda. These women, like all Cuervo consumers, know what they want, and like the cocktails that share their name, they won’t settle for anything less than the best tequila.

“Conquistamos” adapts the well-known saying, “We Came, We Saw, We Conquered,” into terms that resonate with the Mexican-American community. This familiar saying celebrates the success of consumers who have conquered the challenge of moving to a new country, as well as the adventurous spirit of every Cuervo consumer.

The black-and-white photography of Peter Arnell, Chairman & Chief Creative Officer, Arnell Group, has always been a distinctive part of the “Vive Cuervo” campaign, and it remains a focal point in these executions. In this generation of the campaign, the photography brings to life the sense of liberation and play that is a cornerstone of the Mexican-American experience.

Additionally, five Spanish-language radio executions will begin airing this fall in key California markets including Los Angeles, San Diego, San Francisco, Fresno and Bakersfield.
These ads feature the mischievous and playful personality that is present in the print ads with an emphasis on clever wordplay and double meanings, in the colloquial language of Cuervo’s Mexican-American consumer.

“Given that Mexican-Americans comprise the largest segment of the US Hispanic population and Jose Cuervo is one of the most recognized brands in Mexico, it’s a natural extension for us to customize our advertising to reflect the experiences of the Mexican-American community,” said Carlos Arana, Managing Director, Jose Cuervo International. These new executions communicate the liberating and adventurous spirit of Cuervo in a way that resonates with this group of consumers.”

“Our goal was to create a campaign to make Jose Cuervo relevant and exciting to Mexican- Americans in this country,” said Tony Dieste, Founder & President, Dieste Harmel & Partners. “By combining the wit and humor evident in the ‘Vive Cuervo’ ads with unique insights into the Mexican-American community, we were able to create a campaign that speaks directly to the heritage and experiences of this group.”

Added Peter Arnell, “This appeal to the Mexican-American community is a natural evolution of the ‘Vive Cuervo’ global campaign. It again illustrates how we are always striving to take the brand to the next level.”