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Jose Cuervo

Go Off This Cinco

Finding a lo-fi way to connect with the TikTok generation.

Idea

Go Off This Cinco

Cuervo Dumb Phones: The hottest tech innovation of 2023. Lo-fi flip phones launched to help Gen Zs go out and have unplugged, IRL fun on Cinco de Mayo.

microscope

Challenge

Faced with declining relevance among young drinkers, Cuervo needed to do something meaningful to endear Gen Zs to the brand.

Insight

58% of Gen Zs say they want to cut down on their screen time, which distracts them from being in the moment.

Haley Lu Richardson "Go Off this Cinco"