Jose Cuervo and TRO sell ice-breakers a shot

Diageo is promoting its Jose Cuervo tequila as an ice-cold shot, via an experiential campaign targeting students across London, Wales, the North West and Scotland.

The Jose Cuervo Ice Cold campaign is visiting NUS student union bars, as well as managed houses such as Luminar and a small group of independents. Four Cuervo Ice Cold teams recruited by experiential agency TRO are producing the Cuervo Premier event, based around a 2.5m x 2.5m inflatable ice cube. Inside this Ice Chamber, two industrial fans blow and circulate a shower of foam ice cubes.

TRO account director Andy Orr said: “In designing the activity we’ve taken a nod at the 90s game show, The Crystal Maze. The object is for participants to catch and collect as many foam cubes as possible while in the Ice Chamber. Their efforts are hampered by being required to put on ski wear before they enter the cube.”

Prizes – ranging from £25 Ticketmaster vouchers to branded bandannas – are awarded to the teams that collect the most foam cubes. Meanwhile, in close proximity to the Ice Chamber, the ice-cold tequila shots are being sold from a dedicated pop-up bar, and also from roaming floor sellers.

TRO is operating two Cuervo Premier Events at each of the venues and these are previewed and supported by four Cuervo Classic activities, which use pop-up bars to sell the shots and promote the campaign by giving away branded bandannas or ear muffs.

Andy Orr said: “The campaign was launched in November 2011 and is continuing to roll out into the Summer of 2012. To date we have executed 80 Classic events and 34 Premiers, actively selling Cuervo Ice Cold on behalf of the venue.