Jose Cuervo, the world’s best-selling tequila brand, has celebrated National Tequila Day in the US with a stunt where it replaced the water in three Los Angeles drinking fountains with its own silver tequila.
The stunt, put together for Jose Cuervo by agency CP+B, saw fountains set up at the Hollywood & Highland shopping centre, iconic West Hollywood gay bar The Abbey and on the Venice Beach Boardwalk.
An extension of the brand’s Tomorrow Is Overrated campaign, which broke in March 2017 with a two-minute ad featuring people drinking Jose Cuervo while the world ended, the ‘#H2Cuervo’ fountain activation was part of Jose Cuervo’s focus on “bringing back a historic disregard for anything but celebrating the moment,” according to CP+B.
The activations were strictly controlled, with security guards maintaining order, while brand ambassadors checked ID documents to ensure participants were of legal drinking age and handed out special wristbands to those who were and who signed liability waivers. Consumers then had to queue for around 15 minutes before getting a spritz of tequila (controlled by a brand ambassador).
The fountains were operational from 12.00 noon to 6.00pm local time.