José Cuervo’s lessons on life

José Cuervo has launched a multi-tiered marketing initiative encouraging consumers to embrace its campaign motto ‘Live Notoriously Well’. The core of the campaign is a series of tongue-in-cheek television commercials, aired from 29 October across sport and comedy cable networks.

In the campaign, the world’s largest Tequila brand invites consumers to follow the experiences of one man on his irreverent mission to fight against the status quo. One of the first episodes to be aired, entitled ‘Negotiation’, shows the protagonist confuse a bouncer by impersonating Burt Reynolds before slipping past the guest list and into the club.

According to Gerry Reid, managing director of José Cuervo International, “The campaign will energise the brand among our target consumers and reflect who they are and what they aspire to be.”

Launched simultaneously, the website LivingNotoriouslyWell.com offers consumers the chance to become more actively involved in the campaign philosophy through blog posts, recipes and further information on the world of José Cuervo. The brand’s “metaphorical guide to approaching life” will also be rolled out through radio, print and online advertising.

Gabriel Savage 05/11/08