Jose Cuervo gets shoppers ready for Mexico’s Day of the Dead festival


The full spirit of Mexico’s annual ‘Day of the Dead’ festival provided the perfect festive flavour of leading tequila brand Jose Cuervo.  The theme was chosen as the best platform to encourage airport passengers to trial the brand’s Margarita signature serve at duty free stores within London Gatwick, London Heathrow T3 and Frankfurt airports.

HRG was appointed to create a lively display and activity that aimed to change the perception of tequila as a spirit consumed as solely in shots by repositioning it as a drink to be savoured and enjoyed amongst friends and loved ones.

To recreate the perfect festive flavour, HRG designed and built a space vibrantly decorated in a palette of fluorescent colours against a glossy black backdrop with images of passionate dancers, multicoloured skeletons and flower motifs.

Once shoppers entered the space, they were invited to sip free tastings at a counter and get the chance a win a holiday to join festival goers in Mexico through accessing a microsite. Whilst take-away recipe cards provided delicious suggestions to savour in the summer.