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Jose Cuervo & DEXTER

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.
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