Global freezing
According to Jose Cuervo, we've been drinking tequila all wrong. You don't lick salt, down it and bite into a lime – you're meant to drink it ice cold.
This became their new sub-brand. Transforming the iconic C from Cuervo, we distilled it down to -C° then sent it around the UK in an ice-cold Cuervo truck to promote the drink. Packed with DJ, pumping music and ice maidens handing out shots; people soon discovered the benefits of ice-cold tequila.