Challenge.
Increase brand awareness for Jose Cuervo Silver Tequila across their target demographic.
Strategy.
Identify a cable television series with product/brand integration opportunities for specific marques - leading to longer-term partnerships.
Tactics:
- Negotiated integration opportunities with directors and producers for the hit show, Dexter.
- Read scripts and presented opportunities for Jose Cuervo to engage in placement.
- Presented filmmakers with multi-episode placement.
- Worked directly with prop masters and set designers for on-set needs.
Results:
- Built a long-term partnership between the brand and production staff on all levels.
- Secured integration of the Jose Cuervo brand from season three to season six with increasingly prominent placements.
- Sponsored/activated onsite at the Season 5 DVD release party in Miami.
- Elevated brand awareness for the Cuervo brand across multiple seasons of a hit TV show.
