CUERVO TRADICIONAL

Cuervo Tradicional is a tequila brand that prides itself on being friendly, sociable, and inclusive. With its core creative concept “Encuentra tu parvada” (“Find your flock”), the brand seeks to foster genuine connections among diverse groups of friends, particularly targeting Gen Z men and women who value belonging and shared experiences.

THE CHALLENGE

Each year, new consumers enter the standard alcohol segment and choose their preferred category. Cuervo Tradicional faces the challenge of capturing these consumers for the tequila category, competing against both rival tequila brands and other alcoholic beverages that often appear more appealing to young audiences. 

THE GOAL

Position Cuervo Tradicional as an appealing, quality brand that not only delivers on taste but also aligns with its audience’s cultural interests music, digital trends, and social connection. 

THE SOLUTION

Cuervo Tradicional leveraged its digital channels to create a vibrant community, offering relevant and culturally resonant content through: 

Pop culture trends:

Customized viral trends like “Hadas” and Taylor Swift’s “The life of a show girl” to reflect Tradicional’s “parvada” concept and show cultural fluency. 

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Experiential activations:

Highlighted its own music festival (Akamba) and El Nido (“The Nest”), a warm and inviting brand space for reconnecting with friends at festivals. 

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Always-on cultural engagement:

Consistently tapped into Gen Z interests such as humor, mixology, and festival culture to remain top-of-mind and relatable

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THE GOAL

Position Cuervo Tradicional as an appealing, quality brand that not only delivers on taste but also aligns with its audience’s cultural interests music, digital trends, and social connection.