Jose Cuervo to promote Social Responsibility and Mexican Pride.

Jose Cuervo has partnered with three-time World Cup participant Alberto Garcia Aspe to launch a groundbreaking campaign boasting Mexican pride. The campaign underscores the Cuervo Tradicional brand’s long-standing commitment as an official sponsor of the Mexican National Soccer Team here in the United States, and concentrates on soccer to deliver a social responsibility message to the multi-generational Mexican consumer.

With the slogan “Mexico, You Always Have It On,” Jose Cuervo Tradicional positions its brand at the forefront of Mexican national identity and at the center of its passion for soccer. This landmark campaign is a completely new approach for the brand. The innate pride of the Mexican culture is the driving concept behind this innovative campaign. Jose Cuervo Tradicional dresses in the team colors and waves its country’s flag to promote the traditional values that define the Mexican community.

To communicate its message, Jose Cuervo Tradicional has engaged Alberto Garcia Aspe, one of the best players in the history of Mexican soccer, to act as the official spokesperson.

“I am proud to join an effort that centers on the values of our culture,” said Alberto Aspe. “Wearing the jersey means representing your culture with dignity and honor. As a soccer player and team captain I always tried to be a role model on and off the field. Now my goal is to motivate the fans and remind them that, to us, living life responsibly is not an option, it is a tradition.”

Cuervo’s multi-faceted marketing strategy is fully integrated and incorporates an important investment in television combined with print materials, interactive, point of sale, events, and experiential marketing programs in a campaign designed to promote social responsibility. The first phase of the launch is scheduled to begin in February and coincides with the USA-Mexico match taking place in Houston, Texas. Cuervo Tradicional will present its new television spots which will be broadcast by Fox Sports en Español, Galavision, Azteca America, ESPN Deportes and the Discovery Network. Recently, these same Jose Cuervo Tradicional social responsibility spots were the first spirits advertising permitted by the Spanish language cable channel Galavision and national cable giant ESPN, breaking new ground for the spirits industry.

“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. With this campaign, Cuervo Tradicional embraces the honor and responsibility that lie at the core of its Mexican heritage,” says Toby Whitmoyer, Brand Director, Cuervo Portfolio. “We put on our team’s jersey to focus on our shared values,” he adds.

The campaign also includes an aggressive public relations program and radio spots scheduled to air on the leading radio station in Texas, California, Illinois and Colorado throughout the year.