To upgrade Jose Cuervo’s consumption habit from a “party mood shot” to a “sophisticated long drink”.

Challenge accepted in April 2015, when Cuervo Squeeze was “born”; the new long drink by Jose Cuervo. An interesting yet simple recipe that clearly puts it in the category of white spirits, giving the opportunity to be addressed to a more mature target group.
The communication key element was to balance the long drink codes with the madness that Jose Cuervo has been branding for years.