← Back to all client blog and news

Proximo Spirits, the owner of Jose Cuervo, has selected Creature London as the creative agency for its leading tequila brand. Creature London secured the account in a competitive pitch against undisclosed agencies. As part of the review process, Proximo also enlisted the services of the Mexican production company Oxigéno. Notably, Jose Cuervo had not previously retained a specific agency and had collaborated with multiple production companies.

Creature London has been tasked with developing a comprehensive global campaign with a digital-first approach, spanning various channels such as film, print, and out-of-home. The primary objectives of the campaign are to generate widespread consideration for the brand, safeguard and expand its presence in the minds of current and prospective consumers, and highlight the versatility of tequila. The campaign is set to launch this spring.

Manuel Orive Guajardo, the Global Director of Tequila and Mezcal at Proximo, expressed satisfaction with Creature and Oxigéno’s deep understanding of the Jose Cuervo brand, praising their creativity, attention to detail, and sense of fun. The agencies’ contributions are expected to infuse dynamism into the campaign while showcasing the versatility of the tequila brand. It’s worth noting that Jose Cuervo has previously collaborated with various marketing agencies, including Cow PR, which, in 2022, devised a unique washing machine designed for mixing the perfect margarita.