Raise your glasses. Proximo appoint Creature for Jose Cuervo

Global alcoholic beverage company, Proximo Spirits has appointed Creature London as its creative agency for its flagship brand, Jose Cuervo, following a competitive pitch. Creature won the pitch alongside Mexican Production Company Oxigéno.

The creative agency will be responsible for delivering a global digital-first multi-channel campaign that will include film, print and OOH, to drive consideration of the brand at scale, protect and grow share of mind amongst current and future consumers’ and demonstrate the versatility of tequila.

Manuel Orive Guajardo, Global Director Tequila & Mezcal at Proximo Spirits said, “From the very start we have been bowled over by Creature and Oxigeno’s comprehension of the Jose Cuervo brand, and the creativity, attention to detail and sense of fun both agencies have brought to the project, ensuring dynamism and showcasing versatility. We’re confident that this digital campaign is going to step change perception of tequila across EMEA and APAC and we’re really excited to share it with the world and encourage people to “Liberate their Spirit with Jose Cuervo”.

Dan Cullen-Shute, CEO of Creature said “Jose Cuervo is a huge, well-known and well-loved brand, that played a part in some of the best – and most fun – times of my life, and I couldn’t be more excited about working with our friends and partners at Proximo to make a bunch of brilliant stuff from top to bottom of the customer experience; I’m also immensely pleased with how well-stocked the Creature cocktail cabinet is looking.”

The win further expands the agency’s relationship with Proximo, having launched a global campaign for its whiskey brand, Proper No. Twelve earlier this year across multiple markets including UK, Australia, South Africa and Germany.

Creature London has already begun working on the campaign which will go live in Spring 2024.

Source: Creature London

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