THE CHALLENGE

Cuervo was falling behind in the pre-made drink category and was looking for unique new ways to market their portfolio of ready-to-drink products in-store with an engaging summer program.

concept #1: THE MARGARITA MARKET

Create a one-stop shop for all things margaritas by partnering with retailers to provide all the essentials shoppers need to enjoy a quick & tasty margarita.
Flexible double-sided POS allowed retailers to choose which program/sweeps they wanted to run depending on the type of outlet (grocery vs liquor vs convenience).

While the original ask was based on a summer program, with this concept we were able to build in flexibility to allow retailers to swap out produce/signage depending on what was in season.
This allowed Cuervo to capitalize not only on the summer months, but year round with fall, winter, and springtime margarita flavors.

We also provided a variety of elements including signage for the freezer aisle, standees, and a collapsible box for shoppers to carry out from the display.

concept #2: SQUEEZE THE DAY

While looking into the Cuervo RTD collection, we discovered that their top performing flavors during the summer months skewed towards lemonade and limeade citrus flavors.
We decided to hone in on this and develop a concept that embodied the ease of the ready-to-drink category by encouraging consumers to “squeeze the day” with Cuervo.

To bring the light, summer feel in-store, we created scalable displays inspired by the nostalgic lemonade stand that allowed consumers to shop produce directly from baskets on the display.
For smaller footprints, we provided retailers with case wraps and signage to bring forth the same vibe without sacrificing floor space.

To spread awareness of the summer program, we created influencer kits that included our two RTD hero flavors as well as a citrus drink float.

THE RESULTS

Ultimately, Cuervo chose the “Margarita Market” in-store destination concept as the one-stop shop for all things ready-to-drink Margaritas.
The program was so successful that Cuervo continued to run the idea for the following 3 years with refreshed creative.