Out of McCann New York and LAIKA comes a different sort of campaign for Jose Cuervo. Entitled History in a Bottle, the campaign centers on the message-in-a-bottle theme and adds an element of augmented reality.
Cross-posted from Marketingland
Designed to reflect the brand’s 219-year history, the work highlights a volcanic eruption that enriched the soil for the brand’s agave plants, Cuervo’s work in relieving America from an era of Prohibition, the celebration of Cinco de Mayo, the brand’s invention of the margarita and, yes, bikini volleyball.
Along with TV and a YouTube home page takeover, the campaign offers people an interactive “historeality” of the Jose Cuervo brand through a downloadable AR app.
App users will be able to hover over a bottle of Tradicional and activate the experience. The bottle’s body will first turn into the bar where Cuervo played a role in inventing the Margarita. Users can then learn about the historical relevance of the scene, share via social media, take a screen grab or visit the YouTube channel to watch the TV spot. The user can also click to visit the Cuervo Distillery scene from the spot.
While the app seemingly requires the use of an actual Jose Cuervo bottle — a very good thing for the brand — we wonder if just about any bottle will work. Hmm, time to download the app and do some research.
Nope. Research proves it won’t work with a non-Jose Cuervo bottle. Nice work, guys!
How the app works