Jose Cuervo

Cuervo Marg Shake-Up

Agency: Mekanism


According to a Drizly report, One year post-lockdown: The new normal of Bev Alc, the spirits category increased its share of sales from 39% in February 2020 to 43% in February 2021, overtaking wine for the most popular category.

As spirits sales increased, interest in at-home cocktail-making also skyrocketed, according to a Google Trends report. More and more, cocktail lovers are finding time to experiment in their at-home bar by developing creative cocktail recipes, so Jose Cuervo and Mekanism wanted to let consumers show-off their newfound mixology skills by helping to create their next margarita flavor.

By mixing Cuervo base flavors, trending ingredients, and a custom wildcard ingredient, entrants have a chance to win a $100k grand prize. Starting May 9 through June 30, contestants can visit and follow four simple steps to create the next big margarita flavor.

12 finalists will be selected, with a grand prize winner having their margarita flavor produced and released on store shelves, alongside a cool $100K. But the prizes don’t stop there: all finalists will receive $1K to fund a year’s worth of authentic Cuervo margaritas and ALL participants will receive a $5 coupon via Drizly to put towards their next Cuervo margarita purchase.

This professional campaign titled 'Cuervo Marg Shake-Up' was published in United States in May, 2022. It was created for the brand: Jose Cuervo, by ad agency: Mekanism. This Experiential, Film, and Integrated media campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted about 2 years ago.


Creative Agency: Mekanism
Co-Founder & CEO: Jason Harris
Executive Creative Director: David Horowitz
Creative Director: Victor Monclus
Associate Creative Director: Andreas Aristedes
Senior Copywriter: Alex Lee
Senior Art Director: Antonia Berlinger
Design Director: Philip Cheaney
Junior Art Director: Nuri Park

Managing Director: Tor Edwards
Group Brand Director: Jonica Reed
Brand Supervisor: Barbara Bell

Senior Producer: Emily Jaslove
Head of Business Affairs: Keri Catanzano

Chief Strategy Officer: Ambika Pai
Group Strategy Director: Ben Phillips
Senior Strategist: Hannah Lewman
Associate Communications Strategy Director: Mani Schlisser
Director of Project Management: Sean Gilleylen

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