Our central media idea tapped into our client's desire for Sparkling Margarita to become THE in-home drink consumed while getting ready to meet up with friends – whether at a Friday night venue or virtually when stay-at-home orders were in play. We leveraged audience insights to construct a complementary strategy serving relevant and refreshing advertising in context. Our client seized the opportunity to create a drink that research said Australians were craving – a refreshing, convenient, flavourful serve matched to a summer outdoors socialising. This meant being inventive when we crafted our central media idea. Our media budget was small compared to Sparkling Margarita's competitors' typical summer spend, so we decided our plan would intentionally avoid the channels used by competing products. The Sparkling Margarita campaign was the perfect opportunity to demonstrate our knack for being bold, clever and strategic.Īlcohol brands traditionally adopt a 'safe' approach for product launches, relying heavily on outdoor media to drive awareness and consideration. We tapped into research confirming they craved a post-lockdown summer with friends, where they'd press pause on binge-watching content and reconnect in the physical world. They spend substantial time online, including when they're on-the-go, having grown up with the internet and smartphones.
With our target confirmed, we harnessed our research portal to deeply understand the audience, confirming they were likely to be single, educated and progressive, living an aspirational lifestyle and enjoying going out frequently, stay-at-home orders permitting.
#Jose cuervo margarita challenge trial
We used focus groups to identify that the product would appeal to a younger (25–34-year-old) demographic already enjoying tequila and pre-mixed white spirits and pinpointed a female skew in those likely to trial Sparkling Margarita. We invest time to deeply understand and effectively engage with them. While this campaign seems straightforward, it was anything but – media was briefed, booked and launched during COVID-19 lockdowns when a carefree summer with friends was far from certain.Īwaken conceives media strategies that genuinely connect with consumers. With aggressive targets, including selling 56,268 cases of Sparkling Margarita and stealing two drinking occasions from competing products, our client required a media strategy to successfully launch the new brand and quickly and make it THE go-to drink for summer socialising. When tequila brand Jose Cuervo launched the world's first ready-to-drink Sparkling Margarita – a refreshing new version of the much-loved cocktail – Proximo Spirits selected Awaken to challenge convention and create a media campaign like no other.
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